The ability to advertise on the Internet, and make money through the visitors that online advertising can send to your website is something that many people utilize every day. The thought that these companies are actually not providing the best possible service probably doesn't cross your mind.
When there are bots that act like they're looking at ads, this makes it seem like an advertiser is more popular than they really are. This can lead to companies thinking these ads are really working, but in the end they don't generate sales per view because it's just a bot and not a real person. If you've ever been someone that has a website, then you know that if the ads to lead people there are hit by bots, you may as well not count the views because they are going to do nothing for you anyways.
As you can see, bot fraud costs companies millions and even billions of dollars every year. As a result, marketers need to become more responsible and aware of this issue and take responsibility for helping to identify solutions.
The Marketer's Coalition will bring together 30 advertisers from different industries such as financial, automotive, technology, travel, hospitality, consumer products etc. Then, the campaigns from each of these companies will be thoroughly assessed to identify areas where fraud occurs. The point at the end of the study is to give each one of the advertisers a detailed report that would contain the overall fraud rates, fraud according to platform i.e. mobile or desktop, channel, format - video or display as well as any other findings.
As you can see, ANA is completely committed to understanding bot fraud and with time, will be able to reduce its occurrence.
In the end, this type of study is only going to produce results if people actually take this seriously, deciding to refine the way that their advertising is provided to consumers so that purported fraud does not continue. Hopefully, the practices that the perpetrators must adopt will inevitably lead to a fair and gainful way of providing advertising to clients who are expecting to get top results without being part of fraudulent schemes that are apparently running rampant today.
When there are bots that act like they're looking at ads, this makes it seem like an advertiser is more popular than they really are. This can lead to companies thinking these ads are really working, but in the end they don't generate sales per view because it's just a bot and not a real person. If you've ever been someone that has a website, then you know that if the ads to lead people there are hit by bots, you may as well not count the views because they are going to do nothing for you anyways.
As you can see, bot fraud costs companies millions and even billions of dollars every year. As a result, marketers need to become more responsible and aware of this issue and take responsibility for helping to identify solutions.
The Marketer's Coalition will bring together 30 advertisers from different industries such as financial, automotive, technology, travel, hospitality, consumer products etc. Then, the campaigns from each of these companies will be thoroughly assessed to identify areas where fraud occurs. The point at the end of the study is to give each one of the advertisers a detailed report that would contain the overall fraud rates, fraud according to platform i.e. mobile or desktop, channel, format - video or display as well as any other findings.
As you can see, ANA is completely committed to understanding bot fraud and with time, will be able to reduce its occurrence.
In the end, this type of study is only going to produce results if people actually take this seriously, deciding to refine the way that their advertising is provided to consumers so that purported fraud does not continue. Hopefully, the practices that the perpetrators must adopt will inevitably lead to a fair and gainful way of providing advertising to clients who are expecting to get top results without being part of fraudulent schemes that are apparently running rampant today.
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