Ad fraud occurs through online robots, also known as bots. Since it is difficult to decipher between an internet bot and an actual human entity online, bots often pose as, and get mistaken for people on the internet.
Internet bots are programmed to visit legitimate sites and pick up cookies as they go. Marketers will find these cookies valuable, and then deliver the bot an ad impression, unaware that they are not serving to a human.
Time and money are being wasted on these impressions because online robots will not generate any sales. The marketing realm is dramatically affected by these internet bots. Up until recently, marketers have distributed mass campaigns to a large array of possible consumers.
Because these bots are hidden amongst the humans who frequent the internet, they too receive campaign deliveries.
Here’s how it works
Hackers create a fake website and load it with dozens of real ads that they are selling to the ad exchange. Then, they will send bots to visit the fake sites and create impressions on the ads which are stored there.
Internet bots have the capability to refresh these pages millions of times to continually imprint ad impressions. As the impressions rapidly increase, the ads become more valuable. Hackers will also create internet bots that are able to click on and reload web pages, appearing to be even more “human” and causing additional online fraudulent activity.
The hackers then sell the accumulated ad impressions to the ad exchange. Because campaign deliverability is almost entirely automated, bots have become very hard to detect.
Internet bots, of course, will not buy your product or use your service because they are not humans capable of doing so. So when marketers are flooding this wide segment of people with advertisements, inevitably delivering to internet bots along the way, they are investing money into ineffective campaigns.
The need for digital fraud prevention is more prevalent than ever. Serving advertisements to internet bots is incredibly wasteful of a company’s marketing efforts.
So what is the solution to eliminating digital fraud from the internet world? The answer: people-based marketing. Within people-based marketing, we are deterministically matching the data we have gathered with a specific mobile device ID.
This way, we are 100% certain that the point we are delivering to is a real, verified user. Our campaign delivery is no longer bogged down by unnecessary internet bots. With people-based marketing, digital fraud is completely eliminated.
Think of it this way: Through a people-based marketing approach, rather than blasting a campaign to all women, ages 35-45 years old, living in the suburbs, we are able to specifically pinpoint Jane, 37 years old with 3 kids, working a part-time job as a receptionist, who is very health-conscious.
None of this information could be obtained from an online robot. People-based marketing is revolutionizing the ways in which we target people. We are able to cut through the clutter and weed out any fraudulent data specs to which it would otherwise be wasteful to deliver.