digital ad
digital ad

It’s been about a year since lockdown for COVID-19, a year of , spending days between different digital apps or trying out different hobbies when the apps get too boring or predictable. Although advertising had a temporary setback at the start of the initial lockdowns and economic instability, it quickly bounced back. Half of the advertising budgets in the States now are spent on digital platforms.

However, with this increase in digital ad spending, there’s a bigger need for security. Fraudulent attacks have become more common. Not all advertising campaigns can reach their target audiences, and a smaller number of advertising agencies have the capacity to put an end to fraudulent attacks. These companies are finding different ways to prevent malicious attacks.

Ad fraud dates back to around 1998, when the pay-per-click (PPC) model of advertising first started, for companies that wanted to appear at the top of search engine results pages when people searched for certain keywords. And when Google established itself as the top search engine that most people are using nowadays, to the point where the name has been turned into a verb, people with bad intentions tried finding ways to exploit and capitalize on this advertising model.

Soon after, bots started showing up, especially as digital advertising campaigns became more and more popular, thus going viral, and this became the biggest threat to security, for a while, and even as recent as last year, nearly half of all web traffic was made by bots.

But as all digital platforms started creating and developing better safeguards, these people with bad intentions also got better at their strategies and tactics. Thus, the age of web scraping, hijacking, acquiring private data, and distributed denial-of-service attacks (DDoS attacks) became prevalent across the internet. That last one is when a person can make an entire network unavailable to the users, which means entire services or platforms go offline.

These types of bots are continuously and persistently being used to automatically click on ads, which leaves those big advertising budgets empty when companies create PPC campaigns.

Meanwhile, consumers are more worried about big companies potentially invading their privacy when they see ads following them on other websites and platforms.

These are some of the risks that are associated with digital ad campaigns, but having multi-channel marketing strategies in place, and working with good marketing or advertising companies means that businesses don’t have to worry about these risks, because these companies have a lot of experience and knowledge about the best ways to prevent the negatives and provide a lot of benefits.

Discover more from Ronn Torossian

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.