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  • by Becky
  • May 15, 2016

In a sensational new report out in the UK, online advertising has been taken to task to find a solution to combat Click Fraud. According to multiple sources, hundreds of millions of pounds are siphoned off every year as a result of this practice. Authorities are practically powerless unless a solution is developed. Click fraud, or bot traffic, costs the UK online advertising business almost £300m each year, according to a report by Integral Ad Science, and is regularly cited as ‘the number one’ issue among brand-side marketers, but authorities here are under-equipped to pursue such fraudsters.

According to the IAB’s Steve Chester, speaking at the recent Brand Safety Summit, hosted by the 614 Group.“We first sat down with the police six months ago, and then again about two months ago to discuss what we could do in terms of what role they can play in terms of going after and arresting the fraudsters – for want of a better word,” he said. To catch such criminals abroad would involve cooperation with authorities from many different jurisdictions. Without funding “you won’t get to them”, said Chester.

Individuals and companies in the UK are exploring the possibility of putting together a blacklist of websites, i.e. a list of website where advertisers won’t post advertisements. Mr. Chester suggests funding the police in areas to help them investigate against insurance fraud. Ideally where you have units of the police funded by the industry to help protect against this prolific fraud activity. In research contributed by the IAB, the industry in the UK collectively contributed “less than six figures” to protect itself when it came to ad fraud, as well as brand safety and viewability.

Click fraud applauds the efforts to stop this crime. We agree as well that local authorities need resources to investigate and combat click fraud. We agree with putting together blacklists of sites that are known to be compromised. Our innovative technology would pull from these databases to prevent the fraud from happening. Our proprietary algorithm would take these blacklisted address into account and add them to the blocked list. Our system continually performs cross account analysis to identify problematic IP addresses that could potentially threaten your account as well. Therefore, any additional databases published will only enhance our robust technology. Once a click fraud performing IP address has been identified within multiple accounts, it is then marked as blacklisted. A blacklisted IP address is added to the blocked IP list for all of the accounts that our system monitors, saving these accounts from potential click fraud activity.

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