Gartner Research

Understand and Mitigate Advertising Fraud

Published: 29 June 2017

ID: G00321594

Analyst(s): Lizzy Foo Kune

Summary

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
  • Key Challenges

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

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