Recent research released by Integral Ad Science said programmatic ad fraud was down nearly 21% in Q4 2015 compared to a year ago, with viewability for ads up nearly 21% quarter-over-quarter. It was the fifth consecutive quarter ad fraud decreased for both programmatically bought ads as well as those purchased directly from publishers, the report said.
Ad Age in January reported that ad fraud could increase to $7.2 billion from a forecast $6.3 billion in 2015.
Integral based the findings on more than 4 billion ad impressions.
"I think over the past 18 to 24 months there's been an increased awareness that the better the quality of the media bought, the better the advertising typically does," said David Hahn senior VP-product management of Integral.
Added Chief Data Officer Kiril Tsemekhman, “There is an element of economics here. More entities now transact on viewability, or don't pay for fraudulent impressions. So both sides of the table are incentivized. So they're eliminating inventory known to be highly fraudulent. This is a trend, hopefully a persistent trend."
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