Dive Brief:
- An Association of National Advertisers survey indicates the number of marketers buying programmatic ads has more than doubled over the last two years, The Wall Street Journal reports.
- 79% of advertisers in the survey reported buying programmatic ads last year, up from 35% in 2014.
- In terms of the fraud risk in programmatic, research from mobile ad tech firm AppLift and fraud prevention platform Forensiq this past December found that 34% of mobile programmatic traffic is at risk of fraud.
Dive Insight:
Marketers are aware of the fraud risk, with 70% of ANA survey respondents that bought programmatic ads last year reporting they were concerned about higher levels of bot fraud. And the ANA estimated that advertisers wasted about $7 billion on online ads that people didn’t see last year. At the same time, programmatic ad spending continues to grow with eMarketer estimating it will increase almost 40% this year to more than $21 billion.
“The main focus and reason behind the report was to raise awareness about fraud in mobile in general and for programmatic in particular, provide educational insights, but also show that there are effective ways to fight it,” AppLift CEO and co-founder Tim Koschella told Marketing Dive.
