DCA Member-Only Digital Ad Fraud Study 2023

DCA Member-Only Digital Ad Fraud Study 2023

The DCA and its members are committed to high-quality, performance-driven marketing, and as such, to measuring and combatting ad fraud. The DCA is pleased to announce an original research study on digital ad fraud, led by Stephen Sumner (Independent Retail Practitioner & DCA Judging panel member) and noted ad fraud researcher, Dr. Augustine Fou.

PLEASE NOTE: The study is for DCA members only and is ‘free’. It will run during the months of April and May 2023.

Overview: Do you know the percentage of bots versus humans arriving on your website from different sources – organic, paid, display, social, and mobile? Do you know how to safeguard your site against “bot” (“non-human”) traffic? Most marketers cannot answer these questions, even though the topic of ad fraud is very much top-of-mind.

In addition, much misinformation and many misconceptions add to the confusion around ad fraud.

For example, most of us assume data-driven marketing is immune to ad fraud. It is not. We already focus on real business outcomes as a best practice. But more marketers should understand how the fraudulent activity of bots can also negatively impact other parts of their business. For example, the fake traffic, impressions, and clicks generated by bots are recorded in analytics. Optimisations based on these inaccurate performance metrics may result in more money going to the bad guys, and drive your business results away from, not toward, profitability.

Objectives: Those participating will need to install a 2-line embed code on their own websites. Fully anonymous data will be collected about the browsers that arrive on the site and will be used to differentiate real humans versus bot traffic.

At the end of the study, each participant will receive a customised, written report (e.g., 10 – 15-page PowerPoint) based on their own directly measured data. The report will include specific recommendations for reducing bots, improving outcomes, or shifting paid media budgets to higher-quality sources.

The DCA will also release a short white paper, with insights derived from the aggregated data. This can also serve as a benchmark against which members can further optimise their own fraud-fighting capabilities and efforts.

The aggregated results of the Digital Ad Fraud Study 2023 will also be presented at this year’s DCA Annual summit in June by Stephen Sumner.

For more information on how to participate, please contact us before the end of March 2023.


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