New Ad Fraud Study: 22% of Online Ad Spend is Wasted Due to Ad Fraud in 2023, According to Juniper Research

A new in-depth study from Juniper Research, the foremost experts in independent technology research and forecasting, found that 22% ($84 billion) of all online ad spend is lost due to ad fraud in 2023 and it is projected to reach over $170 billion in 5 years.

Juniper Research’s latest 18-page research report provides comprehensive analysis and a 5-year forecast across online, social, video, mobile and in-app advertising fraud. It was generated from a dataset comprising over 78,700 datapoints which analyzed digital advertising activity in 45 select countries across 8 key regions between 2019 and 2028.

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Key findings in the report:

• 22% of all online ad spend is lost due to ad fraud in 2023
• 30% of mobile ad spend is lost to ad fraud in 2023
• $172 Billion of ad spend is projected to be lost due to ad fraud by 2028
• $23 Billion per year can be recovered by using fraud mitigation platforms

“Data provided by popular ad platforms, such as Facebook and Google, provide an incomplete picture of the success of advertising campaigns,” said Senior Research Analyst from Juniper Research, Elisha Sudlow-Poole. “That is, these platforms give an optimistic view of campaign efficiency, failing to distinguish between how many clicks or views originated from legitimate users compared to click farms or fraudulent bots.”

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