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PI Predictions: Reduction of Ad Fraud and Non-Human Traffic

PI Predictions: Reduction of Ad Fraud and Non-Human Traffic


In preparation for the new year, PerformanceIN continues its annual tradition of connecting with performance marketing experts to get their single biggest prediction for the industry in 2018.

With the ongoing threat of ad fraud and non-human traffic within programmatic, Julia Smith, director of communications at Impact Radius indicates that there will be a noticeable reduction of both next year.

2018 will be the year we see a noticeable reduction of instances of fraud and non-human traffic. This year we’ve seen a negative focus in the battle against ad fraud as brands have boycotted the likes of YouTube in a stand against the problem. But next year will open up an opportunity to make a positive shift to renew confidence for marketers in our industry. 

I expect the UK will see an increasing number of companies becoming accredited. Those who are not accredited by JICWEBS can expect to see a negative impact on trading so it will become a must have for fraud providers and trading platforms. Through the latter part of 2017, transparency has taken centre stage, often seen hand-in-hand with ad fraud, which I also expect to continue being a priority in the new year. Ads.txt will be a crucial step towards delivering increased transparency across our industry, which will be closely followed by a significant uptake in the use of blockchain technology in programmatic trading.

This year has been an important one for the advertising industry but 2018 will only top it.

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Mustafa Mirreh

Mustafa Mirreh

Mustafa is a senior journalist at PerformanceIN. Reporting on the latest day-to-day news and updates from the world of performance marketing, while also doing social media promotion, live reporting of events, article features and interviewing key industry players.


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