The digital advertising industry has long been plagued by fraudulent activity, with roughly $19 billion being lost as a result of ad fraud in 2018.
In recent years, numerous networks and platforms have been identified as hubs for non-human or “bot” traffic, which is generated by malicious actors in order to collect payouts from advertisers before their ads are even seen.
Unfortunately, this problem shows no signs of abating. The Interactive Advertising Bureau (IAB) estimates that the incidence of non-human traffic will be as high as 30% in 2019, up from an estimated 20% in 2018. This means that advertisers are shelling out money for clicks, impressions, and other metrics that are being generated by bots instead of real people.Smart Retail technology can be applied in different media from physical stores, online stores and both, adding several advantages for the retail sector:
However, while digital advertising may be under siege from ad fraudsters, there is one form of advertising that remains relatively safe from this type of activity — DOOH (Digital Out-of-Home) advertising.
Unlike other digital advertising platforms, DOOH networks are not susceptible to the same type of fraudulent activity, as the ads are placed in physical locations and can only be seen by people in a certain geographic area. DOOH networks are also immune to the “bot” traffic that plagues other digital advertising platforms.
In addition, DOOH networks are much more accountable for the performance of their ad campaigns. With digital advertising, it is difficult to measure the performance of campaigns, as it is difficult to tell whether the traffic is actually coming from real people or from bots. With DOOH networks, on the other hand, advertisers can measure the performance of their campaigns in real time, and have other tecnhology to confirm that in fact the campaigns were presented in the inventory (billboards, mupis, displays, etc.).
Overall, DOOH networks may not be immune to all types of fraudulent activity, but they are undoubtedly one of the safest forms of digital advertising when it comes to ad fraud. This is why many advertisers are now turning to DOOH networks as a way to get their message out without having to worry about wasting their money on fraudulent traffic.
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