#programmatic targetting

The rise of programmatic advertising has shifted the focus towards accuracy and automation. It surged from $9.75 billion in 2023 to $12.46 billion in 2024, an annual growth rate of 27.8% and is expected to continue expanding, reaching $28.12 billion by 2028 at a compound annual growth rate (CAGR) of 22.6%. However, with AI coming into the picture, performance programmatic platforms are prone to ad fraud even more. The need for optimization of programmatic media buying with comprehensive ad fraud solution across the advertising funnel is the necessity to yield results.

Why Programmatic Ad fraud prevention?

Protect your brand with programmatic ad fraud prevention. Ensuring the invalid traffic is blocked from malicious sources not only safeguards advertising budget but also protect brand reputation.

Here’s how mFilterIt guides with trust and transparency in programmatic advertising:

Impression fraud

Impression Fraud analysis is better at the post-bid stage than pre-bid, measuring performance beyond viewability metrics. In pre-bid analysis, i.e. before the ad is served, fraud can be identified based on only two parameters, IP and User Agents. Also, the time for analysis is limited to 10 milliseconds. This results in a meager 2% fraud identification.

This is where a post-bid analysis trumps a pre-bid impression validation. Now that we have several more parameters fraud detection is done on deterministic and heuristic measures as well. This results in the detection of higher invalid impressions of 15–20%. This results in improved ROI on Ad spending. Post-bid impression analysis is a more beneficial method for detecting ad fraud.

Programmatic Advertising Fraud in USA, UAE, India, Saudi Arabia.

The advertising landscape in the UAE is witnessing an astonishing transformation. Advertisers are extensively moving towards Programmatic advertising for precise targeting and delivering personalized and relevant ads.  

Programmatic advertising employs data and technology to ensure that the right message gets to the right person at the right time, thereby increasing the effectiveness of overall marketing campaigns. 

Challenges in Programmatic Advertising  

While programmatic advertising has a lot of benefits, it also has some challenges as well. Here are some challenges: 

Ad Fraud in Programmatic Ads   

A serious issue related to the programmatic ad ecosystem is ad fraud. These fraudulent activities could lead to the offers being wasted and may be very poor in terms of ad campaigns; for instance, fake impressions and click fraud. Advertisers need to apply robust measures to fraud detection and prevention to protect their investment. 

Brand Safety with safe Ad placements  

Another critical challenge in the programmatic challenge is brand safety, which refers to making sure that ads are not placed alongside inappropriate or offensive content. Ensuring this will help reduce the risk by taking steps for brand safety and involving trusted partners. 

Ad Placement Relevancy  

Ad placement relevancy enables AI-based contextual level targeting that focuses on elements, logos, faces, keywords, objects, sentiments, and more for brands to place the right ads in the right ad space. We provide custom targeting and exclusion themes and accurate detection of unsafe content across a comprehensive set of brand safety categories as per the GARM guidelines. 

Programmatic Advertising is a computerized method of technology for online buying and selling of advertisements. This technique uses software and algorithms to buy ads, making it more methodical and systematic than traditional methods.

Challenges in Programmatic Advertising  

While programmatic advertising has a lot of benefits, it also has some challenges as well. Here are some challenges: 

Ad Fraud in Programmatic Ads   

A serious issue related to the programmatic ad ecosystem is ad fraud. These fraudulent activities could lead to the offers being wasted and may be very poor in terms of ad campaigns; for instance, fake impressions and click fraud. Advertisers need to apply robust measures to fraud detection and prevention to protect their investment. Programmatic Advertising in UAE.

Brand Safety with safe Ad placements  

Another critical challenge in the programmatic challenge is brand safety, which refers to making sure that ads are not placed alongside inappropriate or offensive content. Ensuring this will help reduce the risk by taking steps for brand safety and involving trusted partners.