sb-as logo
Story image

Ecosystem-based strategies lowers fraud levels

New research findings have revealed an ecosystem-based strategy lowers fraud levels in marketing and advertising, with one-third of marketing and advertising technology professionals willing to move applications to a new data centre to reduce latency time and fraudulent activities.

The research, from Equinix, found that marketing and advertising technology professionals are realising that preventing fraudulent activities earlier in the bid process reduces the chance for fraudulent behaviour in subsequent phases and are increasingly looking to better maintain the integrity of their digital supply chains.

Equinix says the digital marketing and advertising industry constantly experiences issues of fraudulent behaviour, both on the buy-side and sell-side of programmatic online advertising trading. As a result, marketing and advertising technology professionals are looking for solutions to reduce fraud and create a secure ecosystem. 

The survey indicated a significant drive towards clean inventory data ecosystems within the next 12 months, as digital marketing and advertising professionals strive to reduce fraud levels at the pre-bid stage with 60% of respondents indicating that it is very important to detect fraud even before impressions are sent to be traded. 

Furthermore, one-third of respondents said they are willing to move applications to a new data centre for an 11-30% reduction in latency time in an effort to reduce fraudulent activities.

According to Equinix, an interconnection-first strategy can accelerate the bidding and trading of ad inventory through an optimised infrastructure. As the result of trading within a neutral data centre, the possibility of fraud is significantly reduced at each stage of the bidding process.

Media buying efficiency was cited as the main advantage to using a neutral data centre with secure ecosystems by marketers in EMEA (73%), APAC (69%) and the US (62%), the survey found. Within LATAM, reduced fraud levels (58%) were cited as the main advantage, while APAC (44%) and the US (47%) cited reduced fraud levels as the second greatest advantage.

According to the research, 83% of LATAM and 80% of EMEA respondents believe that the detection of fraud before ad impressions are sent to be traded is either essential or very important. Results were slightly lower within the US (61%) and APAC (74%).

The report found marketing and advertising technology professionals have differing views on the main advantage to moving to a neutral data centre with secure ecosystems solution with those in EMEA (73%), APAC (69%) and the US (62%), viewing media buying efficiency as the main advantage. Marketers within LATAM see reduced fraud levels (48%) as the main advantage to this type of ecosystem.

“We are experiencing an increasing demand for reduced latency times in order to combat the growing sophistication of cyber criminals,” says Lou Najdzin, senior director, Global Market Development.

“Equinix provides customers with a secure platform to interconnect with leading ad exchanges, media buyers, data platforms, data aggregators and major networks. As a result, latency times are reduced and the risk of fraudulent activities are mitigated.” 

Story image
Emotet remains leading malware in global threat index
The malware has impacted 7% of organisations globally, following a spam campaign which targeted more than 100,000 users per day during the holiday season.More
Story image
Users pay with personal data - Kaspersky on WhatsApp move to share data with Facebook
"Nothing is truly free, and, unfortunately, the current business model for free services means that, essentially, we pay with our data."More
Story image
A brief history of cyber-threats — from 2000 to 2020
Many significant cybersecurity events have occurred since the year 2000 — not every one of them ‘firsts’, but all of them correlating with a change in security behaviour or protection.More
Story image
Palo Alto Networks advances attack surface management with Expanse
"By integrating Expanse's attack surface management capabilities into Cortex after closing, we will be able to offer the first solution that combines the outside view of an organisation's attack surface with an inside view to proactively address all security threats."More
Story image
CompTIA forms Cybersecurity Advisory Council, led by 16 security execs
The new body will be co-chaired by Tech Data director of security solutions Tracy Holtz, and Alvaka Networks chief operating officer and chief information security officer Kevin McDonald.More
Story image
Microsoft top targeted brand by cyber criminals in Q4 2020
In Q4, 43% of all brand phishing attempts related to Microsoft (up from 19% in Q3), as threat actors continued to try to capitalise on people working remotely during the COVID-19 pandemic’s second wave. More