Agencies are increasing their investment in ad fraud detection technology and brand safety ad tracking, according to research from IAB Australia.

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The IAB found a 19 per cent increase in agencies deploying ad fraud detection technology and a 14 per cent increase in brand safety ad tracking.

The findings are based on a survey of 200 respondents, most of whom had six or more years industry experience and the vast majority hold senior positions. All respondents were screened for their position in the industry and their involvement and knowledge of advertising technology, the IAB said.

The “State of the Industry: Marketing & Advertising Technology” report, which was commissioned by IAB Australia’s Technology Council, found only half of marketers are using attribution modelling, with the gap between familiarity and usage of attribution modelling and usage suggesting more education is needed in how to optimise these methods.

The research found the use of attribution modelling and ad viewability tracking technologies increased 13 per cent and 12 per cent across Australian agencies servicing both clients and publishers.

Vijay Solanki CEO of IAB Australia said, “This landscape study provides lots of useful insights for publishers and digital marketers. It’s clear that attribution is now both a need and an opportunity for marketers, highlighting the ongoing importance of the measurement of effectiveness. This is a core part of our brand, so IAB will continue to work closely with marketers to provide them the support they need.”

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The report also found that overall agencies and marketers are starting to take better control of their ad spending and campaign monitoring, with increasing use of tracking technologies.

Agencies, clients and publishers have increased their use of tag management and DMPs, up 10 per cent and 9 per cent year-on-year. The use of DSPs by agencies increased 12 per cent.

Ben Sharp, IAB Australia’s Technology Council Chair and Managing Director ANZ, AdRoll said, “The increasing usage of DSPs and DMPs points to a growing number of marketers utilising ad tech tools as part of their marketing mix. Marketers are also striving to get a better understanding on how to be more efficient with attribution modelling having one of the largest increases year on year.”

IAB Australia’s Technology Council is made up of AdRoll, Amobee, AppNexus, Criteo, Exponential, Google and Sizmek.

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