Tapping AI Technology to Reduce Ad Fraud
There are mountains of data an advertiser can comb through to reduce fraud manually. This is not only time consuming, but also cost prohibitive. Furthermore, fraudsters are constantly finding new ways to get brands to fork over more of their campaign budgets, and keeping up with the latest tricks of the trade can be a full-time job in itself. There's also basic human error to consider; we all make mistakes, and we have a tendency to repeat them. This is where AI can really shine.
Because AI is a self-learning technology, it can more quickly identify and isolate incidences of fraud. It does this by analyzing traffic ratios and how those translate into impressions or conversions. In tracking IP addresses, AI can determine if a bot is being used. By constantly evolving and improving its rules and definitions in real time over the entire duration of the campaign, AI automates the decision-making process in weeding out fraudulent activity.
Of course, manual optimization is still important. AI isn't meant to replace advertisers, but support them in achieving their goals faster. Just like your email's spam filter won't catch every bad email without the user's input, AI relies on advertisers to flag certain websites they know engage in fraudulent activity.
Advertisers view ad fraud as a necessary industry evil, but it doesn't have to be this way. The marriage of AI technologies and manual optimization creates a fraud-fighting machine that keeps campaigns on track and puts those previously wasted dollars back into driving leads and conversions, allowing advertisers to keep hitting those key performance indicators.
Or Shani is the CEO and founder of Adgorithms, which combines the power of machine learning and artificial intelligence to maximize returns on ad campaigns.
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