Andrew Ingalls of Day Pitney. Courtesy photo Buyer Beware: Digital Ad Fraud in the Programmatic Advertising Marketplace
When digital ad fraud results in litigation, it is essential to understand not only how this multifaceted marketplace functions, but also how to identify digital ad fraud and establish culpability.
January 18, 2023 at 09:16 AM
7 minute read
Board of Contributors
As we move forward in the information age, digital advertising continues to surge in value with digital ad spending expected to exceed $571 billion in 2022 alone. But this significant increase in ad spending has also resulted in an increase of digital ad fraud, which is expected to exceed $80 billion in 2022. Accordingly, well over 10% of all digital advertising inventory purchased by brands this year will never be seen by a consumer. Given the way in which the programmatic advertising marketplace operates, identifying the perpetrator of ad fraud can be extremely difficult, and establishing that a vendor was aware they were selling fake ad space nearly impossible. When digital ad fraud results in litigation, it is essential to understand not only how this multifaceted marketplace functions, but also how to identify digital ad fraud and establish culpability.
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