In the current economic climate, many companies are looking for ways to cut costs to stay competitive. One area that is often targeted for cost-cutting measures is advertising. However, advertisers should be careful not to cut corners when it comes to ad fraud, bot traffic, viewability, and brand safety. These areas are critical to maintaining a healthy return on investment (ROI) for advertising campaigns.
Ad fraud is a major problem that can eat away at an advertiser’s budget. Fraudulent traffic is generated by bots, which can mimic human behavior and trick advertisers into paying for impressions and clicks that are not from real people. This can lead to wasted ad spend and a lower ROI.
Viewability is another important aspect of advertising. An ad is considered viewable if it is in view of a user’s screen when the page loads. If an ad is not viewable, then it is likely that it is not being seen by the intended audience, which can also lead to a lower ROI.
Brand safety is another important consideration for advertisers. Brands do not want their ads to appear on sites that are associated with hate speech, violence, or other unsavory content. This can lead to negative associations for the brand, which can damage the brand’s reputation and lead to a lower ROI.
Thankfully, there are free solutions available to help advertisers address these issues. Ad fraud, bot traffic, viewability, and brand safety solutions can help advertisers identify and exclude fraudulent traffic, ensure ads are viewable, and appear in safe environments. This can help advertisers to maintain healthy ROIs while cutting costs.
