Integral Ad Science, an American technology company that analyses digital advertising placements, has released figures from international sporting events in 2022.
In the UK alone, during the World Cup 2022, advertising fraud rates increased by 25%.
This contributed to a total of 109 million additional global advertising fraud violations during the event.
Advertising fraud, in a very simplified manner, is used to describe bot traffic that can cause problems with product conversion rates.
This tactic can be used to overscale impressions or conversion data for financial gain, which will also waste the budget of the advertising company in the process.
In the US, mobile advertising fraud rates increase from 0.6% in 2021, to 0.7% in 2022.
This is a reasonably high rate, considering that the global mobile advertising fraud rates stood at 0.39%.
Perhaps this can be explained by the Winter Olympics 2022, however, which saw a 100% increase in violations during the event for a total of 77 million additional advertising fraud attempts.
To counteract the spikes in fraudulent activity during key events, more advanced solutions have been created to use AI and optimisation strategies to support the anti-fraud techniques.
This is an important thing to consider when, according to IAS, 90% of customers who watched sports through streaming services agreed that their overall ad experience is better than through traditional media.
Out of those asked, 45% were likely to remember a brand or product which was contextually relevant to the event, and 43% said they found ads helpful when planning activities leading up to a sporting event.
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