Campaign Coordination and Execution (jschmid.com)

The latest analysis of the effects of invalid traffic/IVT estimates that the problem will result in $72.37 billion in wasted ad spend in 2024 — up 33% from an estimated $54.63 billion wasted in 2022. The report, from marketing efficiency platform Lunio, was based on an analysis of 2.6 billion paid ad clicks and 104 billion impressions from more than 60,000 ad accounts across Lunio’s clients — all resulting from paid media campaigns — conducted between May 2022 and May 2023. The analysis found 8.5% of all paid traffic, and one in every 11.7 paid-traffic website visits, to be invalid.

Brands preparing for the end of the third-party cookie see one possible solution in email, judging by “Life after the third-party cookie,” a study by Lytics, done in conjunction with Sapio. Of the companies polled, 51% plan to spend more on email, and many see first-party data as critical to this effort. In general, 92% say first-party data is more important than ever. The most popular ways of using first-party data are to: *Create personalized content on websites — 56% *Predict customer behavior — 54% *Create more personalized emails — 48%. Almost half believe the end of third-party cookies will have a great impact on their marketing ROI. This includes 55% of financial-services marketers; 46% of beauty brands, 54% of media companies and 57%. of advertisers with budgets between $10 and $20 million.

For the first time, a joint study spearheaded by Trustworthy Accountability Group (TAG) measured the entire digital advertising ad spend to estimate the fraud rate for invalid traffic (IVT). The joint study -- brought together by TAG with American Association of Advertising Agencies (4As), Association of National Advertisers (ANA), and Interactive Advertising Bureau (IAB) -- determined that by working together the digital advertising industry collectively saved an estimated $10.8 billion in 2023, dramatically reducing fraud related to IVT in U.S. display and video ad channels by 92%.