November 2, 2017 — By: Ross Benes, Digiday
"Fraudsters are pivoting to video, which is bad news for publishers looking to siphon cash from the growing pot of video ad spend," wrote Digiday.
The article updates the ad industry on the state of programmatic video ad fraud.
Massive growth expected for video ad spend
"Ad spend on video in the U.S. nearly doubled in just a few years from $7.7 billion in 2015 to $13.2 billion in 2017, according to eMarketer," wrote Digiday. "By 2020, video ad spend is expected to exceed $18 billion."
The article added: "Among different types of video inventory, fraudsters go after the most premium stuff. Bots drive just 4 percent of mobile web video traffic. But for over-the-top video — where CPMs are much greater than the mobile web — 20 percent of traffic is from bots, according to Pixalate."
Fraud is impacting how some marketers approach programmatic video
"One ad buyer, requesting anonymity, said he only buys video through private marketplaces where he can work directly with publishers," reported Digiday. "Limiting buys to PMPs significantly reduces the amount of available inventory, but the fraud concerns on the open exchange aren’t worth the trade-off for more scale, the buyer said."
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