What is Ad Stacking?
What is ad stacking?
Ad stacking or ad stuffing is the layering of ads in a single ad placement so that only the top ad is visible. All ads in the stack are billed for each impression or click of the space. Fraudsters place multiple ads into programmatic advertising campaigns and generate unearned revenue for the unviewed ads.
It’s typically seen in mobile advertising and is becoming more popular with high-value, in-app video ads, resulting in a poor return on ad spend (ROAS) and wasted budget for marketers. Unwitting publishers involved in ad stacking schemes suffer reputation damage caused by the decline in their viewability metrics.
The worst effect of ad fraud is its purpose. According to the UK National Crime Agency, ad fraud is a low-risk, high-profit cybercrime that often funds human trafficking, child exploitation, slavery, drug trafficking, and arms trading.
2019 Ad Stacking Surge
In early June of 2019, a fraudster began testing six domain pairs in campaigns with at least three demand-side platforms that fed into dozens of ad exchanges and supply-side platforms. They then executed the fraud in the mobile apps of ten newspaper publishers who use popular software development kits for their app environments.
When the domain combination executes, it loads a static placeholder image visible to the user. At the same time, a video ad renders in the background and continues to make calls. Ad calls are requests for the ad that result in impressions when the ad is loaded. By mid-June, the incident had surged to more than 10,000 ad tags in just four days.
How common is ad stacking?
How to prevent ad stacking?
You can sometimes identify ad stacking by the multiple impressions from a single device with the same timestamp. It’s a relatively straightforward process, but it’s tedious and requires dedicated personnel hours to track each ad in each campaign. Recovering your losses after you detect fraud is another endeavor entirely.
The best method of preventing ad stacking losses is to protect your campaigns in real-time with software designed to identify today’s most damaging fraud practices. FraudBlocker’s proprietary algorithms detect ad stacking and other types of fraudulent clicks faster so you can minimize losses and make the most of your marketing budget.