Google cracks down on ad fraud with new tool

Dec 4, 2015 | Online advertising, Regulation

Google has created a DoubleClick Bid Manager feature that prevents ad purchases on fraudulent domains that misrepresent ad inventory. The DoubleClick Bid Manager blocks invalid inventory that has been flagged for fraudulently misrepresenting domain information, helping advertisers get what they pay for. In one instance, Andres Ferrate, chief advocate for Google Ad Traffic Quality, explains […]

Google has created a DoubleClick Bid Manager feature that prevents ad purchases on fraudulent domains that misrepresent ad inventory.


doubleclick%20bid%20manager.jpg
The DoubleClick Bid Manager blocks invalid inventory that has been flagged for fraudulently misrepresenting domain information, helping advertisers get what they pay for.
In one instance, Andres Ferrate, chief advocate for Google Ad Traffic Quality, explains that a publisher attempting to sell ad inventory on a pirated movie sharing Web site was falsely represented with the domain name of a well-known newspaper.
Misrepresented%20Inventory%20Example%201.gif
The filter prevented ads from being purchased and displayed, thereby safeguarding advertisers from fraud and preventing this copyright-infringing publisher from receiving advertising revenue.
With the new filter feature, DoubleClick Bid Manager will now exclude invalid inventory before advertisers are able to bid on it programmatically.
Misrepresented%20Inventory%20Example%202.gif
The news comes as this week the Interactive Advertising Bureau issued a new report that said the US digital ad industry is losing more than $8 billion annually, due in large part to ad fraud.
The practice, which deceives advertisers into thinking they are paying for ads placed on well-known sites, can sometimes account for as much as 40% of the inventory for one exchange.
Read the DoubleClick Advertiser Blog for more details

Share This