Thirty members of the Association of National Advertisers are participating in a month-long study to examine just how badly bot fraud is impacting digital campaigns. The ANA has teamed with online fraud detection company White Ops for a project their dubbing "The Marketer's Coalition."
The "coalition’s objective is to provide actionable data and insights which marketers can use to reduce bot fraud and improve marketing [return on investment]," it said in a statement. The ANA estimates that 25 percent to 50 percent of digital ad spend may be wasted thanks to systems that produce phony traffic.
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