Building a Business Case for Ad Fraud: The Marketers’ Battle for Bigger Budgets in 2023

Fraud in digital advertising is a barrier to full budget utilisation and achieving your goals as a marketer. Across pay-per-slick (PPC), mobile apps and social media advertising, you could be losing budget to invalid traffic and seeing an impact on your campaign’s ROI. As you plan your digital marketing campaigns for 2023, combating fraud needs to be part of your marketing mix.

As organisations evaluate their 2022 advertising campaigns for the new year, ad fraud is being overlooked and undervalued as an issue. A lack of knowledge of the growing ad fraud landscape means budgets aren’t being optimised with ad fraud standing in the way. To enable growth, build recognition and achieve awareness in 2023, marketers need to be proactive.

Ad fraud is a subset of invalid traffic, generated with malicious intent, showing itself as having no genuine interest in the ads and resulting in a poor return on investment (ROI). With the growing digitalisation of processes comes a growing risk of ad fraud and estimations by Juniper Research predict digital ad spend lost to fraud to reach $68 billion globally in 2022, rising to $112.6 billion in 2026.

As businesses kick off their 2023 marketing plans, there is one thing that shouldn’t be overlooked: a strategy for combating ad fraud. To protect return on ad spend (ROAS), it is imperative that advertisers don’t suffer from unnecessary losses to budget, time or opportunities for engagement.

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