Sprout Social：社交媒体透明性的发展报告（英文版）(38页).pdf

1、1 Bot Baseline 2018-2019 May 2019 2018-2019 Bot Baseline Fraud in Digital Advertising 2 Bot Baseline 2018-2019 Table of Contents 2 Table of Contents 2 A Special Thank You to the Following ANA Member Company Participants 4 A Letter from the Authors 5 About the Study 6 The Size and Scope of the Study

2、7 Major Findings 8 Projected Fraud Losses in 2019 by Category 9 How the Industry Has Made These Gains Against Fraud 10 The Best Buyers Are Doing Better than Ever 10 Its Still Too Hard to Know What Youre Buying 11 The Good News 12 Fraud Volumes Are Growing in Newer Frontiers, Such as Mobile and OTT,

3、12 But Reductions in Desktop Fraud Prove This Fight Is Winnable Structural Improvements to the Fight Against Ad Fraud 13 More Money Is Now Being Spent Through Ad Tech Platforms with 15 Built-In Fraud Prevention Measures TrafficVendorsGoUnderground16 CybersecurityMeasuresLikeAds.txtHaveReducedDesktop

4、Spoofing18 The Formation of Industry Coalitions 19 The Bad News 20 Less than Half of All Impressions Are Fully, Transparently Validatable 21 Most Video Ads Still Dont Support VAST4, the Gold Standard in Transparency 22 The Quality of Real-Time Independent Monitoring Is Still Inconsistent 23 Outdated

5、 Technology 23 Technical Limitations 23 Walled Gardens 24 3 Bot Baseline 2018-2019 3 Human Error 25 Intentional Evasion 25 In Practice, High-Fidelity Validation Is Surprisingly Uneven 25 The Frontiers in Fraud 26 FraudontheMobileWeb:EasytoDo,HardtoProfit26 In-AppFraud:GrowingandInnovative26 Server-S

6、ide Ad Insertion (SSAI) 27 Connected TV (CTV) 27 Recommendations 28 Steps to Take to Reduce Fraud 28 Steps to Take to Increase Measurability 30 Ad Fraud Glossary: An Exhaustive List 31 About the Study Partners 38 About the ANA 38 About White Ops 38 4 Bot Baseline 2018-2019 A Special Thank You to the