Post on 09-Jun-2020
transcript
2
300 x 2505.22%
160 x 600 8.19% 300 x 600
4.84%300 x 250 2.56%
320 x 50 2.01%
970 x 250 4.55%
970 x 66 5.1%
728 x 90 7.22%1
970 x 90 4.71%4
728 x 90 5.52%1
300 x 600
4.32%
6
5
3
300 x 1050
3.36%
7
52
3 4
37 3625 23 23 23
% %
% % % %
What ad tra�c is invalid? Moat delivers the metrics that ma�er As advertising becomes increasingly programmatic, invalid tra�c (IVT) continues to be an industry hot topic for advertisers and publishers alike. While ad fraud gets all the headlines, all forms of IVT deplete budgets and cause headaches. The Moat Data Science team calculates global benchmarks and industry trends every quarter. Below are some of the many stats that we track giving a unique view of IVT.
Desktop (video)
Mobile web (display) Mobile web (video)
Short-form videos have an IVT rate of almost 3.17% compared to long-form videos at 3.15%
What are the worst aspects of programmatic ad buying for agency and marketing professionals?
Source: US Advertiser Perceptions, “DSP Report Q3 2018,” Nov 5, 2018
Beyond fraud: what de�nes IVT?IVT includes any clicks or impressions that may arti�cially in�ate
an advertiser’s costs or a publisher’s earnings. Examples of IVT:
How much of tra�c is invalid?Moat aggregates global data to illustrate the IVT seen around the world.
An expensive problem: invalid video viewsMoat can help advertisers protect and measure against IVT across many
channels, including expensive video impressions.
Size ma�ers for IVT Whether on mobile or desktop, there are ad sizes that, globally,
are more vulnerable than others, as reported by Moat.
Desktop (display)
DrainerBotA real-life example of how Moat caught malicious fraud.
Protecting your budgets from IVTMoat helps advertisers avoid wasted ad spend by providing a more
comprehensive view of programmatic threats. Advertisers can leverage Moat Analytics across channels—desktop, mobile, in-app,
video, over-the-top (OTT), and more—to help with:
Fraud: viewability, nonhuman
tra�c
Brand safety
concernsPoor
inventory quality
Data management
complexity
Di�cult to measure impact
Pricing transparency and hidden
costs
Bots and crawlers confused
as users
Falsely represented sites and ads
Manipulation and falsi�cation of location data
Hijacked devices and
user sessions
Long-form videos have an IVT rate of almost 1.31% compared to short form at .85%
The Fraud The Discovery The Damage
DrainerBot was a malicious bot distributed via software embedded in
millions of consumer apps. Once downloaded, it could surreptitiously download hidden and unseen video
ads, costing advertisers and consumers alike.
DrainerBot was uncovered through the joint e�orts of Oracle technology teams
from its Moat and Dyn acquisitions. Moat o�ers viewability, IVT, and brand safety solutions, while Dyn enables DNS and security capabilities as part of Oracle
Cloud Infrastructure.
DrainerBot cost consumers hundreds of dollars in unnecessary
data charges every month.
Pre-bid targetingAvoid the pages
and apps most likely to a�ract fraud
Ad blocking Prevent invalid
display and video impressions in
real time
MeasurementMeasure every
impression against IVT and
viewability
Click here to learn more about IVT by downloading “The Essential Guide to Protecting Your Ad Spend from Invalid Tra�c.”
Where betteroutcomes begin
Sources:
h�ps://www.justice.gov/usao-edny/pr/two-international-cybercriminal-rings-dismantled-and-eight-defendants-indicted-causingh�ps://digiday.com/marketing/global-state-ad-fraud-4-charts/h�ps://www.marketwatch.com/press-release/juniper-research-ad-fraud-to-cost-advertisers-19-billion-in-2018-representing-9-of-total-digital-advertising-spend-2017-09-26 h�ps://support.google.com/youtube/answer/16737?hl=enh�ps://www.adweek.com/programmatic/meet-drainerbot-the-ad-fraud-operation-that-could-be-stealing-your-mobile-data/
Mobile In-AppMobile WebDesktop Display
0
5
10
15
20
New ZealandAustraliaJapanFranceGermanyUnited KingdomUnited States
5.3%
2.82%
1.48% 2.11%
6.19%
15.66%
11.17%
8.24%
3.2% 3.5% 3.95%
2.92%
1.63%
.69%
1.97%
.87%
6.2%
5.4%
7.5%
3.4%3.11%
Mobile In-AppMobile WebDesktop Display
0
1
2
3
4
5
6
New ZealandAustraliaJapanFranceGermanyUnited KingdomUnited States
3.11%
1.46%
1.08%
.84%
3.81%
5.06%5.41%
3.9%
1.08%
.65%
2.88%
2.36%
1.65%
.47%.84%
.5%
3.7%
1.66%1.56%
.93%1.19%
8
160 x600
3.29%
$35B $42B $100B
2018 2019 2023*
Estimated amount of money lost to ad fraud As programmatic grows, so does the waste caused by fraud and IVT.
You need to protect your dollars.
Source: eMarketer & Juniper Research*Projection