Ad Fraud Insights

Ad Fraud

Why Performance-Based Marketers Don’t Think They Need an Ad Fraud Solution

    Written by Adam Animasaun
    on December 19, 2018

    Ad fraud isn’t going anywhere, and costs are expected to climb to $44 billion annually by 2022. Adding a layer of protection against fraud seems like it should be a priority to stave the bleeding. But actually it’s not uncommon to hear “Thanks, but I don’t need an ad fraud solution.”  


    Previously we discussed why some account managers don’t want an ad fraud solution. And they’re not the only ones. Here are four reasons why performance-based marketers decline using an ad fraud solution 


    1. They Think Ad Fraud Doesn't Affect Them

    Some performance-based marketers think ad fraud doesn’t affect them. However, their industry works with impressions, clicks, and engagements, which can all be compromised by ad fraud. And just because you don’t see the signs, doesn’t mean ad fraud isn’t there lurking in the background. 


    Related Post: 10 Signs You Need an Ad Fraud Solution  


    The signs that fraud is afoot may not always be immediately (and easily) detected. Just because you’re seeing a spike in clicks doesn’t mean that they’re real users.  Lots of impressions means nothing without true performance results. Remember real users equal real conversions.  


    2. Their Clients Are Happy 

    Some marketers simply don’t want to rock the boat. They have clients who are happy with the clicks and impressions that they’re getting. But just because a client is getting tons of clicks or video impressions doesn’t mean real users are viewing and interacting. If it’s bots or human click fraud behind the uptick, these marketers will experience short-term gain followed by long-term pain. 


    A happy client can quickly turn to a chargeback once the client realizes they aren’t getting the results they’re paying for. Unfortunately, chargebacks quickly add up and soon you’ll find yourself in the red.  


    3. They Used a Solution and Didn't See the ROI Impact 

    Another reason, and it’s a valid one, the marketer used an ad fraud solution and didn’t see a positive impact on their ROI. Here, it’s likely they used the wrong platform for their needs. Ad fraud protection platforms differ, and each one has their own way of identifying and combating fraud. Some solutions focus on vanity metrics or probability statistics which can easily be manipulated.  




    Source: Faceplacephoto 


    For example, if they were using a platform focused on viewability, it’s been proven that bots can beat the viewability metric. This would explain why they failed to see a positive ROI impact.  


    4. They're Handling Ad Fraud Mitigation In-House 

    In this scenario, it’s not that they don’t think they need an ad fraud solution, they just don’t want to use a third-party solution. Many big name brands (e.g. Heineken and Chase) who were frustrated with their current ad verification agencies decided to bring their ad fraud verification in-house.  


    Related Post: Why Brands Are Bringing Ad Fraud Solutions In-House  


    However, switching to in-house has its pros and cons. The latter includes requiring resources such as time, employees, and budget. Using an in-house system can potentially tax your workload. Marketers need to tread carefully before committing to such an endeavor.  


    So, How Do You Change Their Mind?

    To win performance-based marketers over, they need to understand how an ad fraud solution can alleviate their pain points. Until their pain points are addressed and they see a boost in ROI, expect them to continue to say ‘Thanks, but no thanks.”  

    New call-to-action


    You may also like:

    Ad Fraud TCPA Compliance

    How Ad Fraud Can Hurt TCPA Compliance and Credibility

    Since telemarketing began in earnest back in the early 1980s, this method of generating sales leads has been growing — a...

    Ad Fraud

    How to Identify Ad Fraud with Accuracy

    Ad fraud, the practice of generating profits by fraudulently converting, clicking, viewing, or generating online interac...

    Ad Fraud

    Four Ways Ad Fraud is Destroying Digital Campaigns

    Ad fraud can derail a company’s digital campaigns before they even begin. As brands and companies take their products to...