According to QueryClick’s latest report – Programmatic Ad Fraud Transparency’– 22% of brands plan to decrease their programmatic advertising spend because of concerns over costs or performance, while 41% of advertisers admitted they have lost trust in programmatic advertising as a result of ad fraud.
QueryClick surveyed 150 heads of marketing, e-commerce and digital at major UK brands with revenue of over £100m.
- 40% of advertisers believed that more than half of their adverts placed online in the last 12 months had been seen by people, while just 7% said they thought the proportion viewed by humans rather than bots was 80% or more.
- As a result those surveyed plan to decrease their programmatic ad spend, 46% said they blamed the lack of alternative technology options (alternative ad buying platforms or DSPs) in the market, 41% blamed a lack of transparency over how much the programmatic ads costs, 39% said that it was due to a lack of transparency over which sites their ads would be placed
- 80% were worried that their current programmatic processes would lead to their adverts appearing next to terrorist or extremist content.