Tips to help defeat click-fraud in 2023

Every year, businesses suffer losses due to various fraudulent attacks that hackers undertake to destroy their competitors. 2023 is no exception. Therefore, proper preparation is critical. It is also important to understand that most of the malicious web traffic is connected with click fraud.

A look into the future

The advertising business develops over time, and despite the economic risks, continuing to look for new ways to attract customers. The approach and tools, with the help of which you can swiftly learn about new products, are also changing. However, we should not forget that at the same time, fraudulent methods that can destroy advertising campaigns in two ticks are not lagging behind. What to do in such situations? Be constantly aware of trends and try to provide options for repelling fraudulent attacks in advance.

Today, the so-called CTV (or connected TV) advertising concept is entering a new phase. This approach is due to the popularity of online video services and the gradual abandonment of traditional television. Indeed, an increasing part of the audience is switching to smart devices, Internet broadcasting, so the coverage of the public in this segment is much higher. But CTV is also not devoid of the possibility of hacker attacks and so on. One of the main dangers is the good old click fraud attack.

The complexity of protecting such structures lies in the lack of common methodologies, consistency between participants in the entire chain of functioning of CTV systems and a variety of equipment. The last point is the most vulnerable, since the quality of the software is much more difficult to control, with already clear and well-established broadcast systems.

But how to deal with the risks? You need to know them!

1. Lack of real targeting. One device can be used by several people at the same time, for example, by family members with different interests.
2. Fraudulent disguise. Non-core devices can disguise themselves as set-top boxes and thus, without showing ads to real people, make fictitious web traffic. All this brings big losses to the campaigns.
3. Manipulations. Hackers can attack users’ devices in order to steal gift coupons, payment details and other bonuses, – in short, do everything to discredit companies.

Tip. One of the right solutions in the above situations is to purchase equipment for subsequent rental from certified, verified, and most importantly, specialized in the TV industry suppliers. The ideal option would be to purchase consoles from the owners of streaming services. Advertisers should also specialize in CTV ads sphere. This will allow you to manage content more professionally and get more potential clients. At the same time, there should be no problems with obtaining the necessary reporting, that provides relevant data.

Do not forget about the classical approaches. Choose the right time to display ads and carefully monitor the indicators, which may sometimes differ from real information.

Unintentional complicity

Click fraud, designed to attack servers using programmable bots, has gained popularity nowadays. However, cases involving real people are increasingly being identified. However, we are not talking about bot farms, when people click on competitors’ ads for small payments.

Hackers create code that allows them to simulate visiting websites and viewing ads by real users, but people still remain in the dark. So, algorithms accept actions committed by malicious software as actions of potential customers. The most unpleasant thing is that it is difficult to detect such activity as click fraud due to the above reasons. It turns out that users do not notice and do not realize that they are participating in a crime.

Tip. The owners of companies, of course, can limit the display of advertising and completely fix such a problem. However, it is more effective to use specialized software and embedded plugins that based on artificial intelligence and allow detecting fraudulent schemes. This approach will not only limit the flow of suspicious clicks on links, but also help companies receive compensation from advertising platforms. 

Legal villains 

Another difficulty in the fight against click fraud is the prevalence of this phenomenon. The frequent cases of suspicious activity indicate that they have become a normal, integral part of the business world. It comes to the point that even large companies that are difficult to hold accountable are involved in shady schemes. Therefore, the restoration of justice should be led by advertisers. 

Today, the mechanisms for detecting non-robotic crimes are developed insufficiently. Therefore, it is worth paying attention to companies that design algorithms that allow you to detect malicious web traffic. They will help you create the methodology needed specifically for your company and configure the algorithms in an optimal way. 

Other ways to guard against click fraud

Site visitors should verify the authenticity of any messages before performing any actions with link clicks and advertising campaigns from brands. It is advisable to find out more information through the official contacts of the company. But typically, people do not have a large amount of time, which is what the attackers are counting on.

Pay attention. Any unusual online payment methods require caution. Unusual rewards or demands to pay for something (suspicious in itself) with gift cards or coupons, QR codes, and even with the help of suspicious links, should not be ignored by cautious consumers. Non-standard promotions can also be easily checked by contacting official brand representatives.

In 2023, experts predict an unprecedented surge in fraudulent activity on the web. Business owners and ordinary users can only accept reality and prepare well for new challenges. The tips presented above can help in this.