This is the second in a series of blog posts on combating the industry issues of ad fraud, non-human traffic and viewability. These posts will break down key impacts to the advertising ecosystem and share how Comscore is leading the way in tackling these issues so that media buyers and sellers can stay ahead of the fraudsters.
If your audience and viewability measurement has non-human traffic, you’re getting skewed. Unduplicated measurement can help.
Chances are you already know that ad fraud and non-human traffic (NHT) are big issues. But you may not know just how much NHT impacts every other performance and effectiveness metric you use to demonstrate success. If you aren’t taking NHT out of your measurement – including viewability and in-target numbers – your KPIs are infected and your results are probably wrong.
Measuring metrics such as audience, viewability and NHT in silos can wreak havoc on all aspects of your effectiveness. In our booklet on Non-Human Traffic, we discuss in detail the ways that NHT may be skewing your numbers and what you can do to achieve accurate measurement.
As you think about optimizing your ad campaigns toward human impressions and freeing your websites from non-human traffic, there are a few important things to remember:
To learn more about how NHT affects the key differentiators of ad inventory, download our report on non-human traffic
Other articles in this series: