Programmatic has been a hot topic in advertising over the past few years, both positively and negatively. Some brands dove head first into it, while others have been more cautious, preferring to watch from the wings to see how it develops. Those who have taken on the wait-and-see approach have had some room to observe and learn from the mistakes of early adopters.
Click fraud is the method of generating ad impressions either using non-human sources – such as lines of code that automatically click on brands’ ads – or hiring vast swathes of users to manually click on the same ads in order to increase the amount of revenue.
Almost everyone in the ad tech sector are willing to acknowledge it, but few are keen to go on record given that many secretors of the industry profit from the sector (albeit in many cases inadvertently so). But with the number of voices calling for reform is growing in both number and volume – for instance the IAB’s establishment of the Traffic of Good Intention (TOGI) Task Force – with more and more parties are starting to tackle the problem head on.