I like the idea of lopping off the bottom 10 percent of ad volume to establish a baseline for eliminating fraudulent traffic.
- Viewability Is Moot If Users Aren’t Human (AdExchanger)
That has to be the starting point. Based upon nearly everything authoritative that I’ve seen published, there must be means to effectively reduce the volume and cost of, at least, another 35 percent of ad-driven Web traffic, unless you have absolute bulletproof evidence of a human presence in a visit. And to date, that is virtually impossible.
In the offline world, we see “toll-free number pumping.” That is the fraudulent use of such numbers by criminals to defraud carriers by reporting non-existent calls on toll-free numbers to rack up additional dollars from the shared revenue that carriers pay for the transmission and retransmission of calls made on toll-free numbers.
Mind-numbing, right? It’s as ubiquitous as online fraud. However, in the offline world, we have countermeasures we can apply that these criminals have no means, for the moment, to defeat. So we’ve temporarily rendered their tactics useless, saving our clients and their call centers an astonishing amount of money – and safeguarding our integrity at the same time.
In the long run, whether online or offline, fending off fraud appears to be a game of cat-and-mouse – move and counter-move – in order to keep up with, or get ahead of, the criminals.