For the first time, a joint study spearheaded by Trustworthy Accountability Group (TAG) measured the entire digital advertising ad spend to estimate the fraud rate for invalid traffic (IVT).
The joint study -- brought together by TAG with American Association of Advertising Agencies (4As), Association of National Advertisers (ANA), and Interactive Advertising Bureau (IAB) -- determined that by working together the digital advertising industry collectively saved an estimated $10.8 billion in 2023, dramatically reducing fraud related to IVT in U.S. display and video ad channels by 92%.
The 2024 US Ad Fraud Savings Report highlights the significant and measurable impact of the industry’s anti-fraud initiatives.
TAG CEO Mike Zaneis said the project began about six months ago.
He said the sheer size of savings is remarkable, but stopped short of saying “we solved ad fraud," adding: "That would never be the case, but people will be surprised to see that the actual amount of money lost to ad fraud is less than $1 billion.”