Digital Advertising Fraud – How Madrivo is Fighting It

Rebecca Felker

Ad fraud is estimated to reach $18 billion in damages in 2018 according to ANA. Year after year, digital fraud continues to grow.

Digital ad fraud remains a big concern for brand marketers and agencies. A low fraud rate not only helps brands, but also means better quality ads and less headaches. In the affiliate marketing space, fraud affects all types of traffic channels. It could be a mailer form being filled out to create leads that aren’t legitimate, it could be a display ad that is being used in the same way with people being paid to complete the form.

No matter the method, here at Madrivo, we train our team to spot patterns that could result from fraudulent activity and trigger an internal investigation to determine the authenticity of flagged leads. With Madrivo’s low 0.06% fraud rate, brands can feel confident in running their offers through our network of trusted affiliates.

How did Madrivo succeed in gaining such a low fraud rate and continue to keep it year over year?

1 – Thorough Vetting Process

Rigorously vetting publishers before they are even allowed to join the network is, in part, key to why the fraud rate has remained so low. Many factors are looked at to determine if it will be a good fit and if there are any discrepancies they will not be allowed to join Madrivo.

2 – Due Diligence with Traffic Monitoring

Once a publisher passes through the vetting process, due diligence is practiced as a new publisher starts running traffic. Several methods are used to gauge if the traffic is legitimate or not.

3 – Constant Communication

Communicating and having the right conversations with publishers is another key factor. Get to know what they do and the types of traffic they run. Ask for references from other companies the affiliate works with and contact them before allowing the client to run traffic. Once the publisher is running traffic, keep in touch to make sure they understand the lead standards and qualifications so that lead quality remains high and within compliance regulations. Establishing a very transparent relationship with affiliates will help build trust and keep everyone happy.

Fraud is not 100% preventable, but with a secure vetting process and due diligence risk can be mitigated. It’s something Madrivo is proud of and takes very seriously.

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