The Real Victims of Ad Fraud Might Surprise You

Advertisers have been making a lot of noise about viewability and fraud lately. And with good reason -- according to sources like comScore and Google, half of online advertising dollars go to waste due to bots, click fraud and out-of-sight placements. While the costs to advertisers might be obvious, fraud has severe negative consequences for publishers as well.Why ad fraud hurts publishersPremium publishers have everything advertisers want: targeted audiences, quality content and brand-safe environments. They are the partners of choice, and their inventory commands the highest CPMs. But premium publishers are being squeezed by a confluence of forces. The first is downward pricing pressure on CPMs driven by rapidly expanding ad network inventory. The second is the challenge of growing their audiences to attract ad dollars. Finally, the shift to mobile creates entirely new monetization challenges. Continue reading at AdAge.com Continue reading at 'Advertising Age'

[ Advertising Age | 2015-02-03 00:00:00 UTC ]
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[ The Bookseller | 2012-04-11 00:00:00 UTC ]
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[ Editor & Publisher | 2012-04-09 00:00:00 UTC ]
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