Imagine what sort of credibility problem we’d have in the out of home industry if one-fifth of our revenues came from billboards which didn’t exist?  That’s how bad the problem is with digital online programmatic ads.

Emarketer Sr Analyst Nicole Perrin said this about digital ad fraud on Ad Fraud Rears its Head…Again last week.

“There are a number of verification providers that have their own methodologies for determining if something is invalid traffic…If I put together numbers from a verification firm, in this case I’m looking at data from pixelate, they estimated that in the fourth quarter of 2018, 21% of US programmatic display impressions were fraudulent…you come up with a number somewhere between $10 and $13 billion dollars.”

Insider’s take:  One-fifth of all programmatic online traffic is fraudulent.  $10-13 billion of the total $50 billion programmatic online market is fraudulent.  Make sure your clients know about this when they say they’re increasing their digital ad spend.

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