‘ Larger than usual’ ad scam on exchanges inspire Google to offer advertiser rebates

According to a report in The Wall Street Journal( WSJ ), Google is refunds to some advertisers that used DoubleClick Bid Manager in conjunction with ads that were placed on sites with fraudulent or invalid traffic 😛 TAGEND

In the past few weeks, Google has informed hundreds of marketers and ad agency partners about the questions with invalid traffic, known in the industry as aad fraud.a The ads were bought use the companyas DoubleClick Bid Manager.

Googleas refunds amount to only a fraction of the total ad spending served to invalid traffic, which has left some ad executives unsatisfied, the people very well known the situation said. Google has offered to repay its aplatform fee, a which ad buyers said typically ranges from about 7% to 10% of the total ad buy.

DoubleClick represents that it offers” industry-leading scam protection .” While that may be accurate, traffic fraud is a growing problem on programmatic exchanges.

A recent report fromA The& Partnership, m/ SIX and Adloox estimated that invalid traffic and scam would wasteA $16.4 billion in ad budgets this year globally. An earlier report from the Association of National Advertisers estimated that hoax would cost advertisers $7.2 billion in 2016.

The WSJ report characterized the hoax behind Google’s refund as” larger than usual .” Google did not release any data on the fullest extent of the hoax or the dollar sum of refunds offered.

The article also reports that Google is smartly seeking to put in place what amounts to a money-back guaranty from exchanges if scam is seen. The notion is that those unwilling to participate would be identified and agencies and brands could avoid those networks 😛 TAGEND

The company said it is entering discussions with the 100 -plus exchanges, ad networks and publishers DoubleClick Bid Manager plugs into and asking them to display to ad buyers whether they are willing to refund the entire media expend if ad-fraud instances occur. Buyers could then are choosing to filter out the sources of inventory that donat have such a policy.

Google tells the instance of ongoing traffic fraud is small relative to the volume of impressions and spending. However, any hoax generates a kind of stigma that they are able scare some advertisers away or cause them to be less aggressive in digital than they might otherwise be.

Fraudulent traffic goes along with viewability and brand safety issues on a list of digital quality fears. Facebook has also had to issue refunds in the recent past for various mistakes and measuring mistakes.

Read more: marketingland.com

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