How Ad Exchanges Detect Click Fraud
Ad exchanges use viewability verification partners to help analyze traffic as well. These partners look at traffic numbers, including statistics like time spent on site and other benchmarks. Partners accomplish two things: they measure the probability that an ad view can occur and they also cut fraud by establishing a baseline of human behavior. Verifying page views keeps networks free from click fraud. that suspect fraud is occurring can compare what they see in their data to what occurs in the real world. They can investigate location specific advertising, for instance, to see if the ZIP codes designated are from the same ones being reported. Exchanges can also look at the movement of GPS enabled devices, helping them to determine whether clusters of devices bounce around too far or too frequently.
Why Fraud Detection Matters
Without protection, click fraud would run rampant and create a false economy based around keywords and targets that are not effective. Click fraud also drives up the costs of certain keywords without the equivalent return on investment. Click fraud doesn’t just cost the individual money, it has the potential to disrupt the entire community. Even consumers suffer as falsely targeted ads seem to follow them around.
When an ad exchange offers quality traffic, they are saying real people within your target market will review your ads. Routine testing helps exchanges, and their communities, stay on top of click fraud. That creates a safe space to invest in advertising consumers want to see.
Bio: Ted Dhanik is the CEO of engage:BDR, home to a buy-side platform offering premium traffic. Ted Dhanik is an expert direct marketer, having grown brands like LowerMyBills.com before founding engage:BDR. Ted Dhanik is also a prominent thought leader in the direct marketing industry.