Fraudulent impressions, infringed content, and malvertising cost the U.S. digital marketing, advertising, and media industry $8.2 billion annually. That money can be recouped if companies fix badly designed business processes and repair obvious flaws in the digital advertising supply chain, a new study by the IAB and EY shows.
The study identified three primary supply chain costs. They are:
- Invalid Traffic – As described above, ad fraud accounts for the largest portion of costs, at a total of $4.6 billion. Seventy-two percent of the loss associated with the web’s fraudulent traffic happens on desktops and 28 percent on mobile.
- Infringed Content – At $2.4 billion, infringed content – stolen video programming, music, and other editorial content that is . . .
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