August 16, 2017

Report: Over 40% Of Mobile Ad Impressions Fraudulent

First the disclaimers: I'm not a researcher, I'm a copywriter.

When I print research results I try to use only 3rd party sources I trust. There are often no perfectly dispassionate sources and you have to use some discretion. But unlike idiot agencies, you shouldn't rely on Facebook to tell you what Facebook's metrics are.

Nevertheless, all research is modeling and interpretation so you always have to look at the source, the methodology and the credentials of the researchers before you take it too seriously.

Having said that, a report issued last week by Marketing Science is pretty astounding. It claims that overall, 43% of mobile ad impressions they studied were fraudulent.

This remarkable result is based on a study of 1 billion ad impressions from nearly 1,000 mobile apps.

Marketing Science is the consulting company of Dr. Augustine Fou, whose credentials are pretty impressive. Here's a summary of what they found. Click to enlarge.

Second, here's a summary of a study conducted by Dr. Fou on viewability. The bottom line is that he found only 41% of ads were viewable on open exchanges vs 91% for "good publishers" -- another ugly blemish for ad tech and programmatic buying.

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