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In a world controlled by Information Technologies, digital marketing has become the foundation – an undeniable centerpiece of all advertisement campaigns. Modern marketing specialists depend on automated tools and technical proficiency in their use to collect information from numerous sources, reach out to potential partners, and find the most cost-effective ad space on the internet.
As the importance and the influence of IT keeps growing, modern companies and business-minded persons are constantly shifting their energy and effort into mastering cyberspace and getting a chunk of its immensely valuable digital real estate.
While strategizing and navigating the hyper-competitive business environment is already stressful and time-consuming, there is an elephant in the room that keeps leeching billions of dollars from honest marketers – ad fraud. By utilizing bot clicks, stacked ads, fake domains, and other ever-changing strategies scammers are luring away significant amounts of money. To avoid further deception and damage to their business, modern companies started focusing on ad verification and the most effective strategies for ratting out fraudulent activities. For best results, advertisers and ad fraud specialists use internet privacy tools, mostly residential proxies, to approach the problem from all angles and stop fraudsters from stealing money.
In this article, our goal is to describe the immensely valuable role of a residential proxy server in finding and stopping ad fraud. Even with minimal effort, the steps and procedures that drive the success of ad verification should also affect your choice of partners in the future, helping to identify signs of fraud or toxic practices in other publishers. We will start with a brief introduction to how a residential proxy server works, but feel free to skip ahead if you are already familiar with residential proxies and their revolutionary influence on the modern internet.
Why residential proxies?
Proxy servers hide the IP address of your web connection. When a user is connected to the intermediary server, its routing includes an additional stop that changes the digital identity shown in your data packets. After a quick and easy setup, the recipient servers you connect to will no longer see the initial part of your connection. Instead, the proxy server is seen as the original sender of data, and changing addresses lets you choose different geo-locations, allowing you to alter more parameters that are unavailable for unaltered connections.
Without a proxy server, your connection is tied to one address and one location that is determined by your Internet Service Provider (ISP).
On the other hand, a good proxy provider lets you change your internet entry point at will, with the only sacrifice being the slight loss of internet speed – a mild disadvantage that rarely affects business-oriented activities.
In most cases, proxy providers offer a package of services centred around the main proxy server types: residential, datacenter, and mobile proxy servers. Residential proxies are the most suitable option for ad verification because they provide the highest level of privacy. They get their IP addresses from digital devices used by real users. Datacenter proxies are much faster and run on designated servers, which makes them faster but much easier to identify. For example, if you want to investigate a publisher that may be responsible for ad fraud, they will quickly identify and ban your IP as a proxy connection, because datacenter IPs are not connected to Internet Service Providers (ISPs).
Ad verification procedures are fully dependent on the secrecy of residential proxies. The best proxy providers have millions of legitimate residential IPs that clients share with real users, and masking your connections with human addresses is the best way to avoid suspicion.
All things considered, a residential proxy is your best option for detecting ad fraud. Mobile proxies are a solid alternative, but they get their connections from cellular networks which are known to be less stable than residential connections.
Residential proxy benefits for ad verification
Residential proxies enhance accuracy, circumvent detection, and ensure reliable ad monitoring, benefiting advertisers and marketers in their efforts to maintain ad quality and combat fraud.
Even before ads appear on the websites of publishers, proxy servers help us find the best possible partners, and identify which geolocations could show the biggest interest in your product or service, maximizing the percentage of ad conversions. Then, residential proxies allow us to test different IPs in the specified region and neighbouring locations to see if ads are displayed ethically. The key giveaways of ad fraud are, but not limited to:
Fraudulent placement: publisher stacks displayed ads and manipulate their visibility or use fake websites and trackers. The advertiser cannot identify this fraudulent activity without closer inspection. While the visitor only sees the top ad, the data still displays the registered impression. This way, the publisher gets paid by different advertisers by providing fake results without properly displaying the ad and ruining your Return on Investment (ROI). Because most advertisers, especially up-and-coming companies, focus on driving traffic to their website, they choose the Cost per Click (CPC) model, which can be exploited with invisible ads, stacked ads, and other instances of fraudulent placement.
Click fraud and fake traffic: aside from tricking real users into clicking on the ads, fraudsters use bots to boost the Click-Through Rate (CTR) but never lead to actual conversions. Also, with conversions, companies see real user clicks, impressions, and other behavior as priceless insight into user activity and tendencies. Fake traffic ruins this information because bot traffic has no contribution to conversions and other activities that lead to profit.
With the help of residential proxies, marketing campaigns remain as efficient as possible while ad verification specialists can manipulate their connections to inspect publishers, ensure ad quality, and stop ad fraud.
By enhancing ad verification and fraud detection procedures, residential proxies cement themselves as irreplaceable helpers for modern marketing campaigns. Also, it is worth praising their versatility: from ad verification to web scraping or censorship unblocking, proxy servers have tons of use cases where their created anonymity and flexibility are utilized to their full extent!