Safer Internet: Alert to the damage caused by fraud in digital ads

Safer Internet: Alert to the damage caused by fraud in digital ads

 

Safer Internet - Refers to a safer & secure online habitat for users, such as children & young people. Safer Internet is also known as, Safer Internet Day & promotes responsible use of the Internet & raises knowledge of future online risks like Cyberbullying.

 

Cyberbullying, fake news, extortion, and digital citizenship are some of the recurring themes brought to the Safer Internet Day debate and reflection that aim to collaborate with education regarding the use of the network responsibly.

 

On February 7th, Safe Internet Day is celebrated, a date created by the Insafe Network, in Europe, which calls people from more than 200 countries to unite for a more positive Internet, mobilizing institutions and users in search of ethical spaces and safe. Cyberbullying, fake news, extortion, fraud, and digital citizenship are some of the recurring themes brought to the debate and reflection that aim to collaborate with education regarding the use of the network responsibly.

 

All inappropriate behaviour and irregular activity end up creating an environment of uncertainty, jeopardizing the possibilities of online communication, socialization, entertainment, and business, with a negative impact on both users and institutions. Safer Internet: In the case of companies that use the Internet to advertise their products and services, the damage is in the billions.

 

According to research by eMarketer, global investment in the digital advertising market is around US$ 455 billion per year, with growth expected for the coming years.

According to research by eMarketer, global investment in the digital ad market is around US$ 455 billion per year, with growth expected for the coming years. This impressive amount also draws the attention of criminals, who have been perfecting fraudulent methods to make illicit activities that divert money invested in digital marketing almost imperceptible.

 

Safer Internet - Data from Adobe estimate that 28% of online traffic is from robots (bots), that is, not humans, which cause an annual loss of US$ 127 billion. In addition, there is human traffic (innocent or malicious) with no impact on the return on investment (ROI), which increases this invalid traffic figure even more. “When an advertiser invests in a campaign, he hopes to reach real people, with a real interest in his content. Invalid traffic, with clicks, impressions, and conversions, whether fraudulently or accidentally, artificially increase an advertiser's costs and jeopardize the ROI of the campaign because it pollutes Data, the true gold for designing any strategy”, says Eduardo Carneiro, Vice President of Latin America at TrafficGuard, an Australian company that works with fraud prevention in digital campaigns growth is performance-based, the waste is huge as traffic sources look profitable but are not.”

 

Thus, the detection of invalid traffic is one of the main challenges of protecting marketing budgets, literally stolen in criminal fraudulent actions that use bots, and click farms, among other methods, intending to imitate human behaviour. “Robots can create fake accounts, fill out forms and add products to a marketplace cart, generating unrealistic leads, marketing metrics with inconsistent data, and incorrect attributions in app installations and events”, completes Eduardo.

 

Fraud: The scenario is worrying. Advertising fraud has grown by 300% in four years and is becoming more complex and sophisticated, with new and improved methods being created by fraudsters, which makes detection increasingly difficult, but extremely necessary. “A Trafficguard customer recently discovered that 28% of their ad spends were going to invalidated clicks, totalling a loss of $65,000 per month,” points out the executive.

 

Safer Internet Day - With advanced technology, which uses Machine Learning algorithms to analyze combinations of indicators in real-time, it is possible to identify and prevent invalid traffic, protecting your ad budget and ensuring Data integrity.

 

“Entrepreneurs need to consider a specialized anti-fraud answer in their marketing mix and approach. With advanced technology, it is possible to detect even signs of new tactics created by fraudsters, allowing them to be blocked before they impact the media budget and compromise data and marketing metrics”, guarantees Carneiro.

 

For advertisers, TrafficGuard offers a free 14-day trial of its technology. Just access the TrafficGuard website here and register to try the solution, which can be integrated with Google Ads, affiliate networks, mobile networks, and Facebook Ads.