A clean bill of health is not a diagnosis
“Doctor, am I sick?” “Doctor, is this flu, a cold, or COVID?” Two questions. Same patient, same symptoms: a cough, aches and fever. Two very different examinations, and two very different answers. The first question invites a general check. You’ll be told you’ve picked up a virus, which is true but almost useless, because it […]
Ad waste is no longer a shared tax: it is now a competitive gap
Independent benchmarks place the gap between the best- and worst-measured advertisers at a record high. For boards, that moves ad fraud out of the marketing department and into the capital-allocation conversation. The invoice for a fraudulent advertising impression looks identical to that for a real one. Same format, same line items, same reference number, cleared […]
Is your ad reaching a human?
A taxonomy of theft According to Spider Labs, global ad fraud cost $32.6 billion last year. Fraudlogix, analysing 105.7 billion impressions, found a global invalid traffic rate of 20.64 per cent. For a mid-sized advertiser with a $500 000 digital budget, as much as $150 000 may be flowing to bots and spoofed inventory, year […]