Bill Duggan, VP ejecutivo de ANA
Bill Duggan, Group EVP at ANA posted an article on the association’s website about the two top findings of their latest research with White Ops to measure bot fraud in the digital advertising ecosystem and where 49 ANA member companies participated. For Duggan, a headline of this new study might be “The war on digital ad fraud is Winnable! for those who pay attention and set proper controls.” The first finding is that overall economic losses due to digital ad fraud have been reduced. Fraud losses for 2017 are estimated to be $6.5 billion globally, down 10% from the $7.2 billion reported in last year’s study. The second finding is regarding gains among the 49 companies’ participants, due to the strategies and tactics they learned to help them fight fraud. “Extrapolating the results of these participants to the overall market would result in overall fraud losses for 2017 of just $3.3 billion globally” Duggan explained. Furthermore -he added-, the very best ANA member performers have shown even more dramatic positive outcomes, they project only $700 million lost globally to fraud in 2017. Duggan said that the report also provides recommended action steps that have been drawn from what the top performers have put into practice. These include: demanding transparency about traffic sources, including language on non-human traffic in terms and conditions, and setting the right metrics for success.
Bill Duggan de ANA: La data es una fuerza del bien en la relación agencia-cliente
