Because of how rapant fraud is within the digital advertising industry, we have paid a great deal of attention to minimizing it within the MagTitan platform. Our efforts include the following:
1) Removing the Incentive for Fraud. A large percentage of fraud occurs because the perpetrators are able to earn money from their fraudulent activities. This typically occurs when fraudsters set up websites, include links for programmatic banner ads from companies like Google, and then program bots (not real people) to visit their site and click/view ads. The programatic advertising companies charge the advertisers for these clicks/views and share a portion of that revenue with the website owner, aka the fraudsters.
Because we only allow MagTitan ads to be run inside our magazines, the dynamic of creating a fake website and populating it with our ads is eliminated.
2) Pop-unders, below the fold and other shananigans. Another way advertisers get scammed is from website owners who run their ads in a way that can't be readily seen by a reader. Common examples include ads placed underneath other content (pop-under) or at the bottom of a very long web page (below the fold). In these instances an advertiser is charged on a CPM (cost per thousand) basis even though no one ever sees their ad.
Because MagTitan only has full page ad units and our software only displays one ad at a time, we eliminate those using our software from being able to perpetrate this type of fraud. Here's a screenshot:
3) Competitor Click Fraud. Sometimes a firm will try to hurt a competitor by clicking on their ads, triggering charges even though their only interest is to financially hurt their competitor.
MagTitan's software dynamically rotates ad locations, so an ad will rarely appear in the same location in consecutive reader sessions. This makes it very time consuming for a competitor to find and click on an ad. To further deter this type of fraud MagTitan only allows one charge to be triggered per reader within a 7 day period. So, even if a competitor opened the edition a second time, and could actually find the ad again, if they clicked it within a week, no charge would be registered.
4) Ad Blocking. One of the reported by products of ad blocking is that an advertiser may be charged for an ad being served, even though it is not visible to the reader.
Advertisers on the MagTitan platform are only charged when a reader either clicks on their ad or spends 10+ seconds on it. If an ad was blocked, and the reader couldn't see it on our platform, there would be nothing to click on or view, resulting in no charge to the advertiser.
Unfortunately, while we don't think it's possible to eliminate fraud entirely, we do think that it can be cut down tremendously. We will continue to be vigilant in removing the incentives and mechanisms those with deceitful intent could use.