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The future of fraud in programmatic

By now, marketers have been inundated with information about the rise of programmatic. The future of media buying is definitely hand-in-hand with programmatic, but currently, the biggest threat is fraud. Fraud is obviously bad for everyone involved in the marketing channels, but will it ruin programmatic?



At the ThinkLA Programmatic Summit in Beverly Hills on October 23, 2014, keynote speaker Noah Elkin, executive editor at eMarketer, dove into some very important facts for marketers to consider when planning their strategy. According to the eMarketer study, which was the first forecast on programmatic spending, consumers are now online on various mediums an average of 6 hours a day. Also, US programmatic ad spending will pass $10 billion this year (See more here.)



But where does fraud fit in? IAB's vice president of technology and ad operations Scott Cunningham presented an analysis of different kinds of fraud threatening marketing channels today. Cunningham also outlined how IAB works to create accountability, eliminate fraudulent traffic, combat malware, fight internet piracy, and promote transparency. These pillars are the backbone of keeping the bright future of programmatic from being overshadowed by fraud.



Will fraud be a large threat forever? Probably not. Although the fraud issue will never be 100% resolved, the effect will diminish over time and fraud will not have as much power as it has today.

Agata is a writer, editor, and performer living in Los Angeles. Currently, she is Social Media Manager and Editor of MMX at Modern Marketing Summit. Previously, she was an Associate Editor at iMedia Connection. Before that, she worked in the...

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