According to Juniper Research, the best experts in independent technology research and forecasting, 22% ($84 billion) of all online ad spend is wasted due to ad fraud in 2023, with the figure expected to rise to more than $170 billion in five years.
Juniper study’s latest 18-page study paper covers online, social, video, mobile, and in-app advertising fraud and presents a 5-year prognosis. It was derived from a dataset of over 78,700 data points that examined digital advertising activity in 45 nations across eight main regions between 2019 and 2028.
The following are the report’s key findings:
- In 2023, ad fraud will cost 22% of all internet ad spend.
- Ad fraud will consume 30% of mobile ad expenditure by 2023.
- Ad fraud is expected to cost $172 billion in ad spending by 2028.
- By adopting fraud mitigation platforms, $23 billion per year can be recovered.
“Data provided by popular ad platforms, such as Facebook and Google, provide an incomplete picture of the success of advertising campaigns,” stated Elisha Sudlow-Poole, Senior Research Analyst at Juniper Research. “That is, these platforms give an optimistic view of campaign efficiency, failing to distinguish between how many clicks or views originated from legitimate users compared to click farms or fraudulent bots.”