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Media Dollars Wasted or Went Missing

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Media dollars spent by advertisers may go wasted due to ad fraud and some dollars may go missing simply because it was not spent; but it also wasn't returned to the advertisers or credited to them for future use.

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Media Dollars Wasted or Went Missing

  1. 1. March 2019 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Missing/Wasted Media Dollars Waste due to fraud, and unspent dollars go missing Display Campaign 1 $3,300,000 (+10%) (agency invoice to advertiser) $3,000,000 DSP invoice to agency (paid by advertiser) $1,800,000 (-40%) DSP log total (bids won) On average, 24% of advertisers’ media spend was wasted/missing Mobile Campaign 2 $950,000 (campaign spend) $330,000 (35%) (invalid devices/fraud) Display Campaign 3 $7,900,000 (campaign spend) $1,500,000 (19%) (invalid devices/fraud) Display Campaign 3 $3,900,000 (campaign spend) $550,000 (14%) (invalid devices/fraud) Display Campaign 4 $7,000,000 (campaign spend) $1,700,000 (24%) (invalid devices/fraud) Source: Method Media Intelligence DSP logs show only $1.8 million of bids won, compared to the $3.0 million paid; $1.2 million went “missing” (not returned/credited to advertiser)

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