US to account for a third of $68 billion ad fraud in 2022 | WARC | The Feed
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US to account for a third of $68 billion ad fraud in 2022
Digital ad fraud in the US is expected to be more than $23 billion in 2022, according to a new study by digital analyst firm Jupiter Research which forecasts global ad fraud to grow 15% this year to reach $68 billion.
Why it matters
The huge sums involved represent an incredible amount of waste. As the biggest advertising market, the US inevitably attracts a lot of attention from fraudulent players and it’s here where the arms race playing out between frausters and advertisers needs to be most urgently addressed with innovative tactics and improved fraud mitigation.
Time for strategic partnerships
The report from Juniper, Digital Advertising Fraud: Key Trends, Competitor Landscape & Market Forecasts 2022-2026, recommends that digital advertisers targeting the US and the other most affected markets – including Japan, China, South Korea and the UK – form strategic partnerships with ad fraud detection and prevention vendors capable of distinguishing between valid and fraudulent advertising traffic that provides no return on ad spend.
What the future holds
The most successful ad fraud detection tools will harness machine learning algorithms to compare advertising traffic with previously observed, verifiable baseline data.
Sourced from Juniper Research [Image: Pexels]
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