What is Impression Fraud?
Impression fraud (AKA Display fraud) is a class of fraud where criminals defraud advertisers and networks running CPM media- usually CPM and Video view campaigns. Common types of display fraud include ads on pop-unders and ad stacking. Similarly, impression fraud is the reporting of impressions that did not actually occur. Fraudulent impressions are often sent by apps that appear to be otherwise legitimate, bots and unsavory publishers.
Impression Fraud Detection:
Look for media sources, campaigns, SiteIDs or even geos with high numbers of impressions, low click rates and substandard install and retention rates.
Block impression reports from IP addresses known to send fraud. When evaluating an IP blacklist solution, look for a mix of industry-standard blacklists and economies of scale (massive, first-party data) for maximum protection. Set up automated alerts to look for SiteIDs or networks with particularly low impression-to-click conversion rates at scale.
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