comScore in Journal of Advertising Research on How Marketers Can Minimize Losses Caused by Bogus Web Traffic
Fraud long has been known to be one of the most troublesome issues on the Internet, with digital advertising increasingly one of its prime victims. The Association of National Advertisers (ANA) in late 2015 estimated that marketers will waste as much as $7 billion globally in 2016, buying online advertisements that people do not see.
In the following article entitled “Fraud in Digital Advertising: A Multibillion-Dollar Black Hole,” comScore Co-Founder and Chairman Emeritus Gian Fulgoni identifies a variety of creative and sophisticated ways for smart marketers, faced with the challenges of digital ad fraud, to ensure they can still reach their target segments in a cost-effective manner. The article was recently published in the June 2016 issue of the Journal of Advertising Research and is reprinted with permission.