Understand and Mitigate Advertising Fraud

Archived Published: 29 June 2017 ID: G00321594


Not a Gartner Client?

Want more research like this?
Learn the benefits of becoming a Gartner client.

contact us online


Advertising fraud is expected to divert $6.5 billion from the advertising ecosystem in 2017. Marketing leaders must develop the ability to identify ad fraud and minimize its effect on their campaigns' efficacy.

Table of Contents

  • Introduction
  • Analysis
    • Identify Where Your Traffic Is Coming From
      • Fraud Is Present Across All Ad Formats and Placements
    • Mitigate Fraud Using Ad Verification Services
    • Deploy Internal Processes to Identify and Address Fraud
    • Follow These Recommendations and Next Steps
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

Free Research

Discover what 12,000 CIOs and Senior IT leaders already know.

Free Access

Why Gartner

Gartner delivers the technology-related insight you need to make the right decisions, every day.

Find out more

Call +1 855-515-4486 or contact us

to become a Gartner client.