Ad Fraud Adloox

The&Partnership joins forces with Adloox to investigate scale of ad fraud


By Jennifer Faull, Deputy Editor

February 18, 2016 | 3 min read

The&Partnership is to investigate the scale and impact of ad fraud on the industry, teaming up with content verification firm Adloox which has already found that the extent of adspend wasted globally each year on fraudulent websites and views may be larger than previously reported.

“From our conversations with Adloox, we have reason to suspect the amount of global adspend going to waste each year on fraudulent websites, non-human views and through content fraud may be higher than recent reports, such as the US’s Assocation of National Advertisers’ $7.2bn, suggest,” explained Johnny Hornby, founder of the WPP-backed advertising group.

“According to Adloox, these reports may even have underestimated the problem by as much as 50 per cent. If this is the case, we must get to the bottom of it – which is why we’re partnering with Adloox to launch a new study, investigating whether ad fraud is costing our clients even more than we are aware, and outlining the implications for brands, publishers, tech companies and the media industry.”

Adloox tech is able to weed out fraudulent websites and non-human users, preventing a bid before it takes place on the programmatic exchange. It’s already the content verification partner for media agency m/SIX, part of The&Partnership.

It claims that the scale of the problem could be twice as high as previously reported.

“The reality is most post-bid verification policies are failing to track the majority of fraudulent malpractice,” said Marco Ricci, chief executive of Adloox. “This is because most of the fraud is hiding deeper than the website or 'declared domain' level, and only by pre-emptively excluding the deeper, hidden fraud via a pre-bid strategy will we see uplifts in performance.

“We need to move away from top-line brand safety scores and meaningless benchmarks of acceptability, and start verifying the underlying symptoms of fraud, to catch and blacklist fraudsters before they become a problem for brands.”

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