What is an Untrustworthy Supply Chain Costing the US Digital Advertising Industry?

Fraudulent impressions, infringed content, and malvertising cost the U.S. digital marketing, advertising, and media industry $8.2 billion annually. That money can be recouped if companies fix badly designed business processes and repair obvious flaws in the digital advertising supply chain, a new study by the Interactive Advertising Bureau (IAB) and EY shows.

The report, “What Is An Untrustworthy Supply Chain Costing the Digital Advertising Industry?”, was conducted independently by EY and released today by the IAB. Strategic advisory firm MediaLink collaborated with the IAB and EY to design the scope of this study. According to the research, more than half the money wasted in the digital advertising ecosystem derives from “non-human traffic” – fake advertising impressions that are neither generated by real advertisers nor received by actual consumers. Eliminating these fraudulent impressions would save advertisers more than $4 billion annually.

Publication: 
Internet Advertising Bureau
Author: 
EY
Document Type: 
Research
Paywall: 
Free

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