The Association for National Advertisers (“ANA”) has published a  June 2023 study on Programmatic Ad Fraud  The study finds that 15% of total online ad spending and 21% of online ad impressions are fraudulent.  Money is being diverted to low quality made for advertising websites which generate traffic from clickbait headlines.

“The ANA report clearly shows that ad waste across ‘made for advertising’ websites is a problem marketers need to contend with in the fragmented online ecosystem. Programmatic ad buying can be efficient, transparent and high quality – when applied to trusted, valuable media. As the problems in the online world that this report exposes continue to grow, media investment may shift faster to media that’s been verified to meet the highest quality standards, where advertisers can restore confidence in their programmatic investments.”

The ANA says the problem is created by advertisers prioritizing cheap online cost over value.  Look at page 28 of the ANA report.

Billboard Insider is flattered to be noticed but we need to give credit where credit is due.  The information was compiled and originally published by Solomon Partners and we cited Solomon Partners when we first published the chart.

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