Every click and impression matters, but not all views are created equal. While marketers strive for high engagement rates and impressive reach, a significant portion of ad traffic is generated from invalid sources. Invalid impressions not only waste advertisers’ budgets but also undermine the credibility of digital marketing campaigns. When marketers are paying for impressions that are not being seen by real people, their ROI suffers.
How do fraudsters generate invalid or fake impressions?
Inflated numbers from invalid sources often fail to lead to conversions or milestone achievements. Invalid clicks and impressions are major concerns, as they undermine the effectiveness of ads and result in wasted media spend. Here are key sources that generate invalid impressions:
- Domain Spoofing: Fraudsters fake premium site placements, making it appear as though your ad is on a high-quality site when it isn’t.
- Pixel Stuffing: Invisible ads are falsely counted as viewed, misleading you into thinking your ad has been seen.
- Cookie Stuffing: Unauthorized cookies inflate engagement metrics, making it look like there’s more interaction with your ad than there actually is.
- Ad Stacking: Layered ads cause inflated impression counts, as multiple ads are stacked on top of each other in a single ad placement.
- Proxy Traffic From non-targeted Location: Fake impressions generated from manipulated locations further distort your campaign metrics.
- MFA (Made-for-Advertising) Sites: These sites are created specifically to serve ads but lack real user engagement, leading to low-quality impressions.
- Low-Quality Content Sites: Ads placed on sites with poor content relevance are less effective and often ignored by users.
- Frequency Capping Violations: Overexposure of ads on the same device diminishes their impact, as users become desensitized to repeated ads.
mFilterIt: Ensuring Brand Safety, Ad-Fraud Prevention, and Viewability
At mFilterIt, we specialize in B.A.V (Brand Safety, Ad-Fraud Prevention, and Viewability). We work tirelessly to eliminate Invalid Traffic (IVT), ensuring that your media spend goes towards legitimate impressions and optimized campaign KPIs.
- Up to 30% in ad spend saved by identifying and blocking sources of invalid impressions
- ~25% post-ad ecosystem cleanup average ROI improvement
- 27% MFA sites
Ensure your ads reach a genuine audience is crucial for achieving meaningful engagement and maximizing your advertising budget. Trust mFilterIt to safeguard your ad campaigns against fraud and optimize your ad spend for better performance and higher returns.
