MERCADEO Versión en español
IAB: online advertising fraud is costing US$8.2 billion a year
3 de diciembre de 2015
Randall Rothenberg, CEO y presidente de IAB
According to the Interactive Advertising Bureaus (IAB) estimations, media and marketing industry are losing US$8.2 billion each year due to advertising fraud. More than half of the budget is lost due to “non-human traffic.” According to this study conducted by Ernst & Young, the guilt lies on robots that fake data about online advertising. Advertisers must pay for those fake impressions that never reach consumers. Advertisers overall lost amounts for US$4.2 billion annually due to this phantom traffic. The study states that about 72% of this traffic comes from hacked desktops while 28% occurs on mobile devices. Each year an estimated US$169 million is spent fighting invalid traffic, according IAB. Downloading infringed content takes another US$2.4 billion bite out of the advertising ecosystem. The bureau warned that without any action to tackle the great piracy problem, more people will consume stolen content on digital platforms. The main conclusion of the IAB report is that is necessary to start acting promptly. Recently IABs CEO and President, Randall Rothenberg warned that ad blockers are a threat for the advertising ecosystem.
