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Almost 20% of digital ad spending could be wasted
Rebecca Zisser / Axios

A new study estimates that $12.48 billion of ad spending in 2016 was fraud, or was the result in invalid traffic, which is double the earlier $7.2 billion industry estimate. This means that almost 20% of the $66 billion spent last year on digital ads globally may have been wasted on ads that were mostly either

  • Botnet fraud: never actually viewed by humans
  • Adware fraud: not properly loaded for a person to accurately view them

Why this matters: The amount of money lost to digital ad fraud is greater than the total digital advertising revenue for all of the 80 premium publishers of Digital Content Next, a trade group which includes the AP, NBC, NPR, PBS, Turner and many more, according to Jason Kint, the group's president.