3 ms·

Ad fraud is HUGE online.

by iamacyborg 6y ago

disgruntledphd2 6y ago
In display, at least. It's not massively common with either Google or Facebook (assuming you avoid their networks), which is part of the reason that both of them make so much money.
- iamacyborg 6y ago
  I don't think that's true, just that fraud is different on those platforms. I suspect it depends on how you define fraud but certainly if a platform tells me I'm bidding to show adverts to customers who match criteria X, then I expect them to match that criteria. Unfortunately, that's frequently not the case. https://pubsonline.informs.org/doi/abs/10.1287/mksc.2019.1188 https://pubsonline.informs.org/doi/abs/10.1287/mksc.2019.118...
  - disgruntledphd2 6y ago
    Your reference talks about a different set of entities, the information from most data brokers is inconsistent and often wrong (much like display). Because they have first-party information, neither Google nor Facebook suffer as much from this problem (although the most common school attended on Facebook is Hogwarts, so obviously they're not perfect).
    - iamacyborg 6y ago
      > Because they have first-party information, neither Google nor Facebook suffer as much from this problem Maybe not from the problem outlined in the study, but fraudsters certainly create fake high value "profiles" that they use to commit fraud on those networks. I spoke with an ad fraud researcher recently for a marketing podcast I started and he spoke in detail about this fraud is carried out. IIRC he referred to it as retargeting fraud.
      - disgruntledphd2 6y ago
        Sure, but both Google and Facebook have whole teams devoted to stopping these kinds of fraud. Like, they are definitely not perfect, but they are so much better than the rest of the industry. I am aware of a bunch of advertisers who refuse to use open-web/app advertising because of the high levels of fraud, and this is a reasonable decision given the state of the industry.

3 ms·

Ad fraud is HUGE online.

by iamacyborg 6y ago

Ad fraud is HUGE online.

disgruntledphd2 6y ago
In display, at least. It's not massively common with either Google or Facebook (assuming you avoid their networks), which is part of the reason that both of them make so much money.
- iamacyborg 6y ago
  I don't think that's true, just that fraud is different on those platforms. I suspect it depends on how you define fraud but certainly if a platform tells me I'm bidding to show adverts to customers who match criteria X, then I expect them to match that criteria. Unfortunately, that's frequently not the case. https://pubsonline.informs.org/doi/abs/10.1287/mksc.2019.1188 https://pubsonline.informs.org/doi/abs/10.1287/mksc.2019.118...
  - disgruntledphd2 6y ago
    Your reference talks about a different set of entities, the information from most data brokers is inconsistent and often wrong (much like display). Because they have first-party information, neither Google nor Facebook suffer as much from this problem (although the most common school attended on Facebook is Hogwarts, so obviously they're not perfect).
    - iamacyborg 6y ago
      > Because they have first-party information, neither Google nor Facebook suffer as much from this problem Maybe not from the problem outlined in the study, but fraudsters certainly create fake high value "profiles" that they use to commit fraud on those networks. I spoke with an ad fraud researcher recently for a marketing podcast I started and he spoke in detail about this fraud is carried out. IIRC he referred to it as retargeting fraud.
      - disgruntledphd2 6y ago
        Sure, but both Google and Facebook have whole teams devoted to stopping these kinds of fraud. Like, they are definitely not perfect, but they are so much better than the rest of the industry. I am aware of a bunch of advertisers who refuse to use open-web/app advertising because of the high levels of fraud, and this is a reasonable decision given the state of the industry.