ad fraud detection software

Phantom Impressions

Unmasking the Phantom Impressions: Know why your impressions are high, yet ROI is low

The digital landscape is evolving rapidly and advertisers have the opportunity to tap the best out of it. It provides a wide scope to reach a vast set of audiences beyond boundaries. However, with the increased growth of digital, there are suspicious actors lurking in the shadows to dupe the advertisers. This leads to the wastage of the advertising budget; these traffic sources lead to no conversion. Imagine a scenario where your brand is investing in a digital advertising campaign, targeting specific placements and audiences. You’re looking forward to reaching your ideal audience, but as the campaign progresses, something seems off. Your ads, displayed in a tiny 0x0 ad size, repeatedly appear on the same IP address, offering no real marketing value and depleting your budget. A Real Case This is a classic example of digital marketing fraud, where rogue actors manipulate ad impressions to their advantage, leaving advertisers with empty pockets and minimal exposure. We have recently detected some of this unusual activity in one of our real estate partners, where some of the BOT-driven IPs showing ads in 0*0 pixels in the same root domains. How Fake Impressions Impact the Business? Ad Budget Wastage: Every 1000 impressions has a cost attached to it. Fraudsters leverage various methods to manipulate impressions. Fraudulent publishers push their inventories in programmatic advertising using methods like domain spoofing and generating AI content to create a website to host advertisements. These inventories generate a number of visitors, but they are low quality and lead to a waste of ad spending. Zero Marketing Impact: These fake impressions do not contribute to brand visibility or customer engagement, resulting in a futile marketing effort. The intended audience never sees these ads and the traffic sources interacting with the ads are often low-quality and don’t result in any gain. Brand Damage: Ineffective ad campaigns can erode consumer trust and damage your brand’s reputation. Apart from this, in programmatic advertising, ads also appear beside unsafe content which further damages the trust of the consumers in the brand. Way Forward The battle against digital marketing fraud is ongoing, but strategies like Real-time Monitoring, Set Frequency Caps, Data Analysis, and Geographic Targeting are some of the strategies you can employ to minimize its impact. Digital marketing is a powerful tool for reaching your target audience, but it’s not without its challenges. However, with vigilance, the right tools, and a strategic approach, you can protect your campaigns from these fake impressions and ensure your advertising dollars are spent effectively. This is where mFilterIt comes in, which is a segment-first ad fraud detection software company that empowers advertisers with transparent data and clean traffic by detecting invalid sources and actively blacklisting the IPs & placements to ensure every impression, click & visit should be a step toward your marketing goals, not a ghostly drain on your budget. Stay informed, stay vigilant, and keep your brand safe from the shadows of digital marketing fraud.

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Programmatic Advertising

Programmatic Advertising Trends Shaping the Digital Industry

Like always, new technological developments continue revolutionizing the way we conduct business online. However, at the same time, growing concerns around privacy and the subsequent moves by tech giants to address said concerns are also influencing how online businesses reach out to their consumers. While trends like the declining use of third-party cookies and the rise of stringent privacy laws may make it seem like it is the end of the road for programmatic advertising, the reality is quite the contrary. Sure, these things have a direct impact on the way programmatic advertising is used, but their influence will simply mean that advertisers will have to get more creative with their approaches. In fact, since these changes have been in the works for some time now, advertisers are beginning to adapt. It is clear that despite the changes in privacy laws and the decline of cookies, programmatic advertising is here to stay. However, for marketers who want to keep reaping the benefits of this amazing advertising technology, it has become imperative to keep up with the current trends. That’s exactly what this article is about. We will cover some of the most significant trends surrounding programmatic advertising. Let’s jump right in: Top 7 Programmatic Advertising Trends 1. In-House Programmatic Run Many ad agencies and brands are expected to stop outsourcing their programmatic ad management and pull those operations in-house. The trend has been prevalent for the last few years, with more companies focused on squeezing out the maximum possible ROI from ad investments (more on this later). With lower spending on the management aspect of advertising, this move, when executed correctly, can provide a significant boost to ROAS (Return On Ad Spend). For those working in an in-house marketing team, this will mean developing new skills just to stay relevant in the industry. That said, those who can adapt proficiently will find themselves in an advantageous position, having learned a high-value skill for the future. 2. Rise in First-Party Data Solutions The European Union introduced the General Data Protection Regulation or GDPR in 2016. The legislation is aimed at protecting the online privacy of individuals. In 2018, the USA introduced its version of GDPR, known as the California Privacy Act. Since then, many countries have introduced laws that prohibit or heavily restrict the collection and use of third-party data. These legal frameworks all prevent the tracking of online user data without getting clear consent from the user. Major tech companies like Apple, Firefox, and Google have stopped supporting third-party cookies in their devices and browsers, and the trend is expected to continue. For programmatic advertising, these developments all point in the same direction- the use of first-party data solutions. There have been some attempts to facilitate the same, like Google’s now defunct Federated Learning Of Cohorts (FLoC) and Interactive Advertising Bureau’s DigiTrust service, but they have not seen a lot of success. Currently, the Trade Desk’s Unified ID 2.0 or UID 2 framework is the most successful attempt to facilitate the collection and sharing of personal information with user consent. However, it is safe to assume that more and better solutions will start populating the marketing landscape soon. This is because first-party data is a superb alternative to third-party data. It does not invade anybody’s privacy and gives advertisers access to users who have given their consent. Sure, the volume of data available will diminish, but marketers can expect great improvements in quality. 3. Growth of CTV Digital TV Research estimated that OTT (over-the-top) streaming revenue in the US was nearly $157 billion in 2022, and this number is expected to increase by another $17 billion by the end of this year. Some estimates predict that online video streaming revenue will hit $750 billion by 2031. Don’t let the recent relative decline in the user base of giants fool you into believing that the popularity of streaming services is dying. A close observation of the current trends in the industry shows that the reason behind this reduction is that the market is being populated by new players every year. With each passing day, users have more streaming options to choose from. For programmatic advertisers, this means that the popularity of connected TV (CTV) programmatic advertising is only going to grow. It is estimated that this year advertisers will spend $26.92 billion on CTV programmatic ads, an increase of over 14% from last year. With that said, there is still a lot of room for growth in CTV advertising, and advertisers that jump in now are expected to be poised to enjoy an early mover advantage. 4. Rise in DOOH Ads This year, digital-out-of-home (DOOH) advertising revenue in the US is expected to be around $2.94 billion. To put this number into perspective, it accounts for nearly a third of the total out-of-home (OOH) revenue in the US for 2023. With the absence of COVID restrictions and the rising number of digital screens across locations with high foot traffic, DOOH spending is only going to increase in the coming years. While programmatic technology does not have a large share of the market currently, current trends indicate that this will change in the future. The many advantages associated with DOOH, such as no invasion of user privacy, the unobtrusive nature of ads, and no resistance from ad blockers, make DOOH an excellent opportunity for advertisers to reach their audience. Not to forget, with video and audio capabilities, DOOH placements offer a lot of creative freedom to advertisers that can create memorable DOOH experiences with virtually no extra resources. The best part is, that the same ads that are created for DOOH placements can work well on other platforms, such as YouTube. When used correctly, DOOH ads, in combination with other digital ads, can deliver significant improvements in top-of-the-funnel metrics such as brand awareness, recognition, and recall value. 5. Focus on ROI will increase As mentioned earlier, because of the declining use of third-party cookies, the way programmatic advertising is implemented is set to

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surviving-the-cookie-apocalypse

Surviving the Cookie Apocalypse: Tips To Prepare An Effective Advertising Strategy!

In 2020, Google the phasing out third-party cookies starting with Chrome browsers – a piece of news that caused a flurry among marketers for all the right reasons! While this deadline has been slightly adjusted and extended to 2024, the news continues to remain interesting as marketers await a life without cookies but are also eager to understand what a cookieless marketing approach might bring to the table. On one hand, they eagerly await a life without cookies, and on the other hand, they are hesitant about what the cookieless future might look like. In this blog, we will look at some ways to run successful digital marketing campaigns in a cookieless world. Cookieless marketing is the term used for the various methods wherein brands can target their audiences without using third-party cookies. Cookieless digital campaign will be the new normal going forward as most web browsers have either already phased out or are going to eliminate cookies due to privacy concerns, and stringent data regulations globally. Why third-party cookies are disappearing? Cookieless marketing has come into prominence after the surge in demand for preventing the sharing of individually identifiable data by marketers. Legislations like GDPR became the key reasons why search engines decided to disable cookies. Apple and Mozilla have already done that, and Google is set to do it in 2023. Impact of Cookieless Advertising on Digital Marketing 83% of marketers currently rely on third-party cookie tracking to identify the target audience. Once the third-party cookies phase out completely, the marketers will no longer be able to track the audience’s behavior or undertake any kind of personalization of the marketing content. As a result, the quality of marketing efforts and their ROI will go down drastically if new means of cookieless marketing are not adopted. Things to Keep in Mind When Creating an Advertising Strategy for a Cookie-less World In the absence of third-party cookie tracking, marketers now need to shift focus to other data inputs such as context, weather, location, and other aspects that can help deliver more relevant ads to the audience. Advertisers who target new audiences instead of overspending on trying to bombard the existing or known audience with ads are likely to be more successful. One of the major benefits that digital marketers will enjoy in the cookieless advertising environment is the lowering of campaign costs. The usage of advanced AI-driven tools can help marketers perform better even without third-party cookie tracking in a privacy-friendly manner contextual ad targeting programmatic ad techniques will rule the roost in the new normal. Here are some of the ways in which marketers can thrive in the new normal of cookieless advertising: 1. Predictive Analytics and Better Messaging Most companies, especially larger organizations have massive databases available to them. However, no more than 23% of the executives in a survey reported that their organizations were able to effectively extract insights from this data. Usage of machine learning to analyze the data and predict the next best steps is one of the key options for the cookieless marketing scenario. Companies can use AI to undertake predictive messaging that would be highly personalized and relevant to the readers. Further, they can analyze what kind of messaging the audience responds to, and with time they can finetune to achieve the right content mix. 2. Hyperlocal Targeting Hyperlocal targeting is going to be one of the biggest trends in contextual targeting advertising. Marketers who can understand and integrate factors such as local weather, festivals, events, and other hyperlocal factors will be able to target the audience accurately. For instance, the weather in snowbound areas is likely to influence customer choices in a way completely different from the choices of people living in coastal or sunny areas. 3. Conversational Marketing 71% of the customers prefer companies that are available for real-time communication, and 79% of enterprises report better customer loyalty, sales, and revenue after deploying live chat. You can benefit from conversational marketing as it engages the customers directly and helps the brand get unique individual insights about customers, and those can help in extending the life cycle value of the customer. 4. Personalization 80% of regular online shoppers engage with brands that deliver a personalized experience. Smart geo-targeting and time-based marketing content can engage this audience better and generate significantly better results in the world of cookieless advertising. 5. First-Party Data Collection While third-party cookies are on their way out, brands can leverage first-party data collection to generate insights and gather quality data about the customers. Conversations and direct data gathering from customers who buy from your brand can help in achieving this objective. Building a sizeable database might take some time, but the quality and possible conversion rate of first-party data is going to be worth the effort. 5. Collaborating with Large Ad Publishers Directly Companies should focus on engaging with programmatic publishers who are contextually relevant. They have tremendous insights and data about different audience types and the kind of content that works with each. By collaborating with such publishers directly, businesses can better measure and plan their marketing efforts without cookies. 6. Contextual Advertising Shifting the focus from tracking users through cookies to the webpage content and positioning the ads in context. For instance, in user tracking, you might end up showing a travel ad to someone when he is visiting a webpage related to healthcare. This would change, and advertisers would be able to offer personalized and relevant marketing to visitors on web pages without any need to get invasive or to track the users. 7. Cultural Marketing Cultural marketing is more of a seasonal and time-bound marketing tactic that can help advertisers engage the audience with relevant content. For instance, a major sporting event like the Olympics or World Cup of Cricket, or festivals like Diwali and Christmas can be apt opportunities for cultural marketing. Way Forward The clock is ticking and there is no time to waste for marketers. The phase-out of third-party cookies is going to be a reality

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