• Fraud Costs. In 2023, advertisers spent up to 100 billion rubles on invalid traffic.
• Increasing Cost of Quality Inventory. Inventory with lower fraud levels will sell better.
• Inflation in AdTech. The growth of fraud leads to the devaluation of advertising positions.

In 2023, advertisers mistakenly spent about 80-100 billion rubles on ad fraud. Sergey Efimov, Director of Strategic and Product Development at OMD Resolution, shared this figure at the AdIndex Go Up conference.

The share of fraudulent inventory sharply increased, doubling over the past three years from 10.2% in 2021 to 23% in 2023. This, among other factors, affects the decrease in the value of all advertising inventory in #Runet.

Implications for Publishers

Site owners should monitor their traffic more closely and check it for fraud. This way, they can earn advertisers' trust and increase their revenue.

Future

We are likely to see enhanced measures to combat fraud and the emergence of new products to track such traffic. This will lead to a reduction in fraud levels and stabilize prices.

Further Reading

• Scandal with #Forbes
• #MFA sites