Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: TheDrum
Advertisers could lose $16.4bn to ad fraud in 2017, according to a study which places the figure at double the original amount estimated to be lost in 2016.
The numbers come from a report commissioned by WPP-backed agency The&Partnership and its independent creative arm m/Six. The research was conducted by fraud detection firm Adloox and found that over the course of the past year the real cost of bot fraud could have been as high as $12.48bn – almost 20% of the $66bn spent on digital advertising globally.
Analysts predict that in 2017 if ad fraud continues to evolve at its current rate this year and expenditure grows to $80bn – as predicted by eMarketer – then the number could be worse than initially feared clocking in at over $16bn this year.
At the start of 2016 US-based trade body the Association of National Advertisers (ANA) forecast that advertisers would lose just over $7bn to fraudulent ads over the 12-month period. The World Federation of Advertisers (WFA), meanwhile, said ad fraud is “second only to the drugs trade” as a source of income for organised crime predicting it would cost brands more than $50bn by 2025.
Back in January, a Methbot report alleging advertisers were being defrauded by up to $5m a day sent shockwaves through the industry, raising further questions about its ability to self-govern.