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Research: 1 in 100 ad impressions comes from harmful sources

Dive briefly:

  • About 1 in 100 ad impressions comes from a malicious or disruptive ad, an issue that is magnified when internet users download multiple web pages during a single browsing session, according to findings from a new study by anti-malware software company Confiant shared with Marketing Dive.
  • The platforms with the worst sales side (SSP & # 39; s) are 67 times more likely to deliver a malicious or disruptive advertisement than average. More than 60% of the in-banner video ads and security issues came from just three SSPs, per Confiant. SSPs are usually intended to get the highest bids from advertisers in programmatic auctions of remaining ad inventory.
  • Despite the occurrence of malicious ads, Confiant saw a drop in the number of ad drops from Q4 2018 to Q1 2019. Confiant & # 39; s & # 39; Quality Report for Q1 2019 & # 39; benchmark market issues with demand quality, such as harmful ads, low quality ads and in-banner video ads to better protect the reputation, revenue and resources of advertisers.

Dive Insight:

Nefarious advertising activity continues to cost dog marketers as perpetrators of advertising fraud this about $ 5.8 billion this year, per a report from the Association of American Advertisers (ANA). Confiant observed various trends for malicious or disruptive advertisements, including important jumps in activity during three-day weekends. The company saw the largest peak in harmful ads in the first quarter during the February presidential weekend.

Last month, Confiant wrote a jump in fraudulent activity to eGobbler, a threat first seen during Thanksgiving, where a vulnerability in the Chrome for iOS mobile browser was exploited to redirect iPhone and iPad users to adware, scams and other malicious sites. The bug leaves malicious code hidden in online ads to break out in sandbox iframes, a technology to load ad slots and redirect a mobile user to another site or show a pop-up for a real site. EGobbler generated around 500 million impressions while trying to redirect iOS users to malicious sites, Confiant said. The company reported the error to Google for a solution. EGobbler, VeryMal and ScamClub are the worst offenders in "malvertising" campaigns, according to Confiant.

Media reports in which mobile anti-fraud programs & # 39; s come to light have made marketers aware that their ad purchases are vulnerable. The number of fraudulent apps increased by 159% in 2018 compared to the previous year, per marketing measurement company DoubleVerify. The IAB Tech Lab has worked to tackle mobile advertising fraud by leveraging the joint expertise of wireless providers, brands, advertising agencies, and programmatic advertising platforms technicians. In March, the group released the final version of its app-ads.txt specification for deployment to mobile advertising platforms, and PubMatic soon began to maintain the standard. As more apps enter the standard, the rates for invalid traffic (IVT) are likely to decrease.

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