Marketers, you paid for fraud detection. So what?
Did they detect IVT correctly? Did they help you get a refund? Did they provide you any actionable insights like which sites and apps caused the problem?
Practically all advertiser have paid for fraud detection in their digital marketing campaigns. But, does that mean their programmatic media is any cleaner? or that they are protected? Right, it’s utterly useless — not only because these fraud detection tech companies can’t detect most bots, but even when they do detect something, the tech is a black box — it gives you a % IVT but does not provide any details of how they measured it or any details that enables the customer to better understand what happened.
In some cases they want to know so they can fix the problem. Every practitioner I have talked with has told me their frustrations when their IVT number does not match the IVT numbers of the other party. So they end up in an impasse — “he said, she said.” You paid for fraud detection and it doesn’t even help in situations where you have to negotiate to get a refund. Note that both vendors will tell you they’re MRC accredited.
Marketers that have FouAnalytics to monitor their ads, can see which domains and apps are causing the fraud in their campaigns. So they can review. If they agree with the assessment, they can add them to the block list while the campaign is running, so they don’t have to try to get refunds for fraud afterward.
MORE BACKGROUND INFO
Analytics Are Better Than Fraud Detection - With Screen Shots and Examples
Origin story of FouAnalytics
Cybersecurity built into FouAnalytics
How marketers use FouAnalytics to monitor digital campaigns
How FouAnalytics uses entropy analysis to catch bad guys