Mon 25 Aug 2014 09:21:47 PM PDT
QoTD: Craig Simmons
While ad fraud hurts the brand, every other party
benefits from its existence. This alone has buoyed ad
fraud's overwhelming survival in the industry. Bot
operators, of course, end up pocketing a significant
chunk of the $140 billion of overall digital ad spend.
But it's not just the botmasters or fraudulent site
owners that benefit. Buyers in the space have long been
winning incremental budgets from advertisers by buying
artificially well-performing impressions. Open
exchanges and supply side platforms (SSPs) are
responding to a demand for inventory by buying cheap
scale from unknown publishers with limited transparency
into the quality of those sites.