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Vytautas Kirjazovas

Aug 07, 2019 4 min read

When it comes to online advertising, companies invest sensibly, and before placing their ads online carry out the necessary research on the platforms, inspecting their internet traffic and visitors. But is that enough?

Well, this is only half of the job, as more and more businesses are unknowingly being lured into various ad fraud traps online. Consequently, this means their substantial advertisement budgets go down the drain as the targeted audience never sees the ads in question.

Hence, switched-on companies turn to ad verification practices to combat ever-growing scales of ad fraud. To this day, using an ad proxy is one of the most effective ways to ensure that your advertisement investment is protected. 

Ad verification is a must-have for any company that advertises online, as it significantly boosts business’ chances to ensure that the ads achieve the desired result. 

Ad fraud

Ad fraud refers to any fraudulent activity on online advertisements. Most common ad fraud methods falsely accumulate clicks, impressions, conversions, or data events to generate revenue at the expense of the original advertiser. 

Nowadays, ad fraud has taken a new level, resulting in ad impressions landing on fraudulent websites. What’s more, fake websites are continually attracting ads to their servers by portraying heavy organic traffic, which means that the ad never reaches the desired audience.

Here are only a few methods of how ad fraudsters manipulate online advertisements: 

  • Ad stacking – ad fraudsters place several ads on top of each other in a single placement, resulting in only the top ad being actually viewable. Ad stacking is related to impression fraud, as the advertiser is paying for accumulated ad impressions even though the targeted audience never actually views the ad.
  • Pixel stuffing – a technique of placing ads into a single pixel frame, resulting in the ad being unviewable for a human-eye. 
  • Ad click fraud – one of the most damaging techniques for advertisers that involves accumulating ad clicks via ad bots and scripts. 
Ad fraudster in action

It’s only the tip of the iceberg of how advertisers are being scammed by fraudsters presently. These techniques are frequently being updated and innovated, causing headaches for advertisers when they want to ensure that their ad pays its dividends.

Luckily, ad verification techniques are applied to counter-strike ad fraudsters attempts to jeopardize online advertisements. The majority of these techniques involve the use of residential proxies.

How residential proxies aid ad verification

Residential proxies, also commonly referred to as ad proxies in the ad verification process, are harnessed to detect fraud, improve ad performance, and check advertisers’ landing pages anonymously.

For ad verification to be effective, it is paramount to use a wealthy residential proxy pool. Why so you might ask?

Well, ad fraudsters regularly fight back from ad verification scripts that connect to their phony websites by simply blocking the IP address altogether. For this very reason, residential proxies work like magic as they provide unique, organic, and diversely geo-located IP addresses. The use of residential proxies in ad verification makes it impossible for ad fraudsters to detect traffic that is verifying the ad. Simple.

A word from Oxylabs’ account manager Jonas

Oxylabs' Account Manager - Jonas
Account manager: Jonas Jokubauskas

“Verifying ads requires some flexibility in resources. As the mobile ads share globally is ever-growing, using residential proxies is paramount not only due to a broad and precise spectrum of locations but also because the website will identify the incoming request as coming from a mobile device. Such traffic is unlikely to be detected as a bot.”

It’s a wrap

Ad verification is already a widespread practice within businesses that have an online presence. Ad verification ensures that ads are displayed on the right websites, reaching the right audience at the right time. 

It is a must-have insurance policy for businesses that advertise online. If you want to protect the business’ advertisement budget and to ensure that the ad campaigns positively impact the company’s bottom line, ad verification should be no brainer.

If you have any further questions or would like to get a consultation, feel free to leave a comment below, drop us a line via live chat or email us at [email protected]

By the way, if you want more content like this, sign up to our monthly newsletter to get the latest web scraping tips delivered straight to your inbox.

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About Vytautas Kirjazovas

Vytautas Kirjazovas is a Content Manager at Oxylabs, and he places a strong personal interest in technology due to its magnifying potential to make everyday business processes easier and more efficient. Vytautas is fascinated by new digital tools and approaches, in particular, for web data harvesting purposes, so feel free to drop him a message if you have any questions on this topic. He appreciates a tasty meal, enjoys travelling and writing about himself in the third person.

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