THE NUMBERS LIE

For a few years now, the two advertising and marketing mediums that have been showing the best growth and acceptance is online marketing and experiential marketing.

So it's time to get down to brass tacks. The money may be flowing into Internet marketing, but the results have not. Can the same be said about experiential marketing?

According to this article:

Click fraud continues to plague online advertising, but many just want to sweep it under the rug. Radar Research managing partner Marissa Gluck calls it "the dirty little secret of the online ad industry that no one wants to talk about."

Perhaps that's because data released Thursday in a study conducted in July reveals that more than half of ad impressions and 95% of clicks in online ad buys were fraudulent. Gluck compiled and analyzed the findings published by ad optimization company Mpire, Seattle, Wash., with help from its AdXpose technology.

Nearly all the fraudulent traffic was hidden behind numerous layers of nested I-Frames — ad units pulling ad content from other sources that can hide URLs and in-view data. The test shows significant impression fraud and URL padding in standard run-of-network (RON) online ad buys.

"There's an enormous amount of budgetary and impression waste taking place because of click fraud," Gluck says. "Ad networks, which have traditionally been seen as suspect, need to eliminate click fraud if they want to be taken seriously by advertisers."

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