ANA which is an acronym for the Association of National Advertisers is responsible for shaping the future of digital marketing and ensuring excellence in this field. ANA currently has a membership of over 600 companies and 10,000 brands which all spend over 250 billion on marketing and advertising. They also act as a fraud detection company and as a result of their work have found that the level of bot fraud in the digital marketing industry is too high. As a result, they have launched a study on this bot fraud which they have called, "The Marketer's Coalition."
When there are bots that act like they're looking at ads, this makes it seem like an advertiser is more popular than they really are. This can lead to companies thinking these ads are really working, but in the end they don't generate sales per view because it's just a bot and not a real person. If you've ever been someone that has a website, then you know that if the ads to lead people there are hit by bots, you may as well not count the views because they are going to do nothing for you anyways.
A study done by the ANA using a company called White Ops has blown the lid off of 30 companies that are apparently participating in advertising fraud. The group published their findings, and not surprisingly, some of the most recognizable brands known worldwide were at the heart of this controversy. It just goes to show that regardless of what you believe about the integrity of certain companies, there is always going to be that possibility that you will end up losing money, having it taken from you, by those that you trust in the online advertising industry.
The Marketer's Coalition will bring together 30 advertisers from different industries such as financial, automotive, technology, travel, hospitality, consumer products etc. Then, the campaigns from each of these companies will be thoroughly assessed to identify areas where fraud occurs. The point at the end of the study is to give each one of the advertisers a detailed report that would contain the overall fraud rates, fraud according to platform i.e. mobile or desktop, channel, format - video or display as well as any other findings.
In the world of online advertising, there is always going to be some amount of fraud that will occur from time to time. The idea that people are spending billions of dollars on advertising, and are actually being ripped off by the very people that they are receiving their advertising from is dubious to say the least.
It is the hope of the ANA, otherwise known as the Association of national advertisers, that after doing this month-long study on 30 different advertisers, there is the possibility that this type of behavior will diminish. It's sad to say that some of the most recognizable brands are actually involved in this type of behavior, recommending that action be taken prior to October before it continues to get worse. In an attempt to minimize fraud, this joint effort has provided this information on a public level, hoping to make sure that these companies will be held accountable for what they have done.
When there are bots that act like they're looking at ads, this makes it seem like an advertiser is more popular than they really are. This can lead to companies thinking these ads are really working, but in the end they don't generate sales per view because it's just a bot and not a real person. If you've ever been someone that has a website, then you know that if the ads to lead people there are hit by bots, you may as well not count the views because they are going to do nothing for you anyways.
A study done by the ANA using a company called White Ops has blown the lid off of 30 companies that are apparently participating in advertising fraud. The group published their findings, and not surprisingly, some of the most recognizable brands known worldwide were at the heart of this controversy. It just goes to show that regardless of what you believe about the integrity of certain companies, there is always going to be that possibility that you will end up losing money, having it taken from you, by those that you trust in the online advertising industry.
The Marketer's Coalition will bring together 30 advertisers from different industries such as financial, automotive, technology, travel, hospitality, consumer products etc. Then, the campaigns from each of these companies will be thoroughly assessed to identify areas where fraud occurs. The point at the end of the study is to give each one of the advertisers a detailed report that would contain the overall fraud rates, fraud according to platform i.e. mobile or desktop, channel, format - video or display as well as any other findings.
In the world of online advertising, there is always going to be some amount of fraud that will occur from time to time. The idea that people are spending billions of dollars on advertising, and are actually being ripped off by the very people that they are receiving their advertising from is dubious to say the least.
It is the hope of the ANA, otherwise known as the Association of national advertisers, that after doing this month-long study on 30 different advertisers, there is the possibility that this type of behavior will diminish. It's sad to say that some of the most recognizable brands are actually involved in this type of behavior, recommending that action be taken prior to October before it continues to get worse. In an attempt to minimize fraud, this joint effort has provided this information on a public level, hoping to make sure that these companies will be held accountable for what they have done.
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