Advertising fraud will waste $100m of daily ad spend in North America alone by 2023 according to new research.
A study by fraud prevention specialist TrafficGuard working with Juniper Research, predicted the growth of advertising fraud in North America, well beyond current daily fraud wastage ($44m a day).
That means $61 per average internet user will be wasted this year, increasing to $103 in the next four years.
The report said: "Failure to adopt suitable fraud detection and mitigation solutions leaves advertisers exposed to fraud that consumes budgets and restricts advertising performance."
With a forecast of $18.7bn of ad fraud for 2019 in North America, representing 36% of loss around the world. The same report claims that in-app advertising spend will be the fastest growing sector at 72% over the next four years, while mobile browsing and mobile applications expected to grow by nearly half (49%) over the same period – means it will be work $155bn in advertising spend by 2023.
"Speaking to advertisers in North America we know that ad fraud is a major pain point, not just in draining ad spend but in slowing business growth,” said Luke Taylor, chief operating officer and founder of TrafficGuard.
The same report has also claimed that by 2023 one-in-five ad transactions will be derived from fraud.
It cited machine learning as a major tool in "maintaining vigilance against innovative fraud".