Ad Fraud on Performance Programmatic Platforms? Need For Protection at Impression Level

Performance Programmatic Platforms follow the same rules as traditional programmatic platforms, but the focus on performance campaigns is to optimize ad placements through real-time bidding and enable data-driven decision-making.

These platforms buy and place ads for advertisers with targeting functionalities, dynamic creative optimization, and performance analysis. As they market themselves, the entire process is ML and algorithm-driven. However, there is a prevailing myth that these platforms are fraud-free. Even MMPs are failing to do anything to curb these frauds because they have no protection at the impression level and minimum protection at clicks. Let’s delve deeper to burst the myth and highlight what advertisers need to do to optimize campaigns on performance programmatic platforms.

The Myth of Fraud-Free Performance Programmatic Platforms

With the sophisticated technology behind performance programmatic advertising, these platforms are propagated to be fraud-free. This misconception arises from the belief that advanced algorithms and data-driven strategies can fully protect against fraudulent activities.

However, fraudulent activities such as click fraud, impression fraud, and fake installs continue to plague the programmatic advertising ecosystem. Fraudsters constantly evolve their tactics to exploit system vulnerabilities.

Many programmatic platforms claim to have robust ad fraud detection solution mechanisms, but these measures often fall short in practice. That’s where a third-party independent validator is needed. The sheer volume of transactions and the complexity create numerous opportunities for invalid traffic to slip through the cracks.

Programmatic Fraud in USA, UAE, Dubai, India, Saudi Arabia

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