According to Mark Pritchard, Chief Brand Officer at Procter & Gamble, fraud constitutes 75 cents of every digital marketing dollar.
1. Viewability Fraud
Now many of you work with viewability vendors in order to get ‘make goods’ on the buys that you do, but you’re not aware of the impact that viewability fraud has on your your KPIs and your measurement: because 95 percent of attribution data that’s modeled are impressions, and if 54 percent of the ads are not viewable, and attribution does not track viewability…greater than half the time your attribution results will be wrong.
So when your model tells you that you should actually spend more with one vendor, the truth is you should actually be cutting them.
2. Daypart Fraud
One of the biggest frauds is daypart fraud. In the world of television, we’re all aware of the differences in the different dayparts. Programmatic advertising starts their day at midnight, which means you end up seeing these peaks and valleys.
For most of our clients using the attribution data cloud, we see 80 to 90 percent of their digital impressions are blown out in the middle of the night (at the start of the programmatic day) around two to three o’clock in the morning.
3. Brand Search Fraud
Another type of fraud is brand search fraud this is where 90% of your digital conversions end in a brand search term, which is strictly navigational. We all agree as marketers that brand search is not causal revenue…it’s simply navigational.
Of course the problem is that our metrics and our measurement lead us to believe it is, and leads finance to believe spending money on brand search leads to revenue.
It’s actually not the case at all. We tend to call this the Google tax you have to pay in order to be there, but it has nothing to do with revenue. It’s simply navigational.
4. Affiliate Fraud
There’s also affiliate fraud. This is one of the most common attacks on ecommerce marketers. Someone navigates to the site through brand search, and in the last minute, the affiliate jumps in and claims credit.
5. Botnet Fraud
Last but not least is botnet fraud. For any partner who’s willing to show up in last place, botnets are rampant across the web.
The advantage of the C3 Metrics attribution data cloud is:
Fraud Free User Journey Data
- Viewability Fraud: detection and removal at the device and impression level
- Brand Search Fraud: detection and optional removal of brand search fraud
- Affiliate Fraud: detection and optional removal when appearing at last action
- Botnet Fraud: detection and removal of botnet fraud
- Daypart Fraud: detection at partner & source level to weed out fraudulent players