The value of digital advertising spend lost to fraud is expected to reach $68bn globally this year, a report from Juniper Research claims.
This predicted figure is a significant rise from the value in 2021, which reached $59bn.
In its study, Digital Advertising Fraud: Key Trends, Competitor Landscape & Market Forecasts 2022-2026, Juniper claims the US, Japan, China, South Korea and the UK will account for 60% of global losses.
The US is expected to see the most loss due to fraud, with losses expected to surpass $23bn in 2022.
Research author Scarlett Woodford said, “With the US representing such a significant market in terms of advertising spend, campaigns in North America will undoubtedly attract the attention of fraudulent players. This will lead to unprecedented innovation in fraud tactics within the US, with advertisers demonstrating a greater requirement for fraud detection and mitigation services.”
To curb the rise, Juniper urges digital advertisers targeting these five markets to establish strategic partnerships with ad fraud detection and prevention vendors that can distinguish between valid and fraudulent advertising traffic that offers no return on ad spend.
Its study found that the most successful ad fraud detection tools leverage machine learning technology to compare advertising traffic with previously observed verifiable baseline data.
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