In 2017, the growth in the volume of digital advertising will create more opportunities for advertisers and bring new challenges to market participants. We will see more mobile advertising in mobile applications and mobile communications programs, but fake robot advertising traffic will continue to waste advertisers’ budgets and undermine public trust in digital advertising. The author of this article, Asaf Greiner, is the founder and CEO of Protected Media. He has forecasted and analyzed the trend of digital advertising in 2017. Robotic traffic follows profit: mobile advertising spends more and more budget, and there are more and more ad bots. This year, about 59.5% of Google’s global advertising revenue comes from mobile internet advertising, which is an increase from 45.8% in 2015. By 2018, Google’s nearly three-quarters of global advertising revenue will come from mobile advertising. However, with the dynamic growth of mobile traffic, fake page views and clicks are also available. This means that in 2017, mobile advertising fraud will become more rampant. What will happen to fake robot traffic spoiler mobile ads in 2017? Monetization of messaging applications: Facebook Messenger and WhatsApp, as well as Wechat, are a good example of how consumers want to communicate outside of public social networking pages. This is really the last wilderness of social media monetization. We can expect to see new options on paid media in communication applications next year. 
Prevent fraudulent collaboration: Get rid of verification tools that detect fraudulent ads and turn them off, and more will be used to identify valid and invalid content, allowing advertisers and traffic sources to work together to clean up traffic and avoid traffic congestion. By pinpointing specific impacts, classifying problems, and providing actionable data in real time, advertisers can work with media platforms to find solutions instead of waiting to be marked as faulty. Cyber ​​attacks from advertising robots: Chatting robots that create fake clicks and browse can also steal credit card information. Tools used to protect advertising will mimic systems that protect financial institutions from hackers. Network security and anti-advertising fraud will be combined, using many of the same technologies to detect chat bots. China’s rapid growth in mobile advertising spending: The United States is currently the world’s most valuable advertising market, and will continue to grow steadily, but it is still dwarfed by China’s striding growth rate. According to the latest advertising expenditure forecast by Zenith Optimedia, the Chinese advertising market has not been affected too much by the stock market chaos and is expected to grow at twice the global growth rate. Consumer aversion to online advertising: The data shows that online advertising is not accepted by consumers. In a recent study, 3,200 Internet users were surveyed, 92% of respondents said they would consider using an ad blocker, and 62% of respondents said they were dissatisfied with the pre-roll ads. In 2017, the need to find more interesting and less disruptive ways will become more urgent in order to avoid the driving of advertisements to viewers. The issue of ad blocking has drawn attention: According to Adobe's data, 28% of U.S. Internet users use ad-blocking software. For marketers and advertisers and media platforms, this is definitely a bad news. If browsers block ads from ad servers, they will lose money. According to Ooyala's 2016 Global Video Index report for web video solutions, more than 200 million Internet users use ad blockers. Heavyweight companies such as Google and Facebook put pressure on mobile operators to stop them from intercepting ads, and some mobile networks stop ad blocking. Programmatic advertising continues to dominate digital advertising: In 2014, less than 50% of display ads were purchased through the program or through the API. This year, only two years later, digital advertising purchased through the program reached 67%. ProgrammaticTV will become a more viable option to increase cost efficiency through automated advertising purchases while providing more granular data-driven location services. However, because the effectiveness of online advertising is eroded by fake traffic, fraudulent advertising may become an obstacle to television advertising entering the digital age. Interoperability will be the key: While large advertising service providers are committed to providing one-stop shop services by adding more features, market players then push the board in the opposite direction. They want to create an open platform to Provide the best solution. Such a dynamic market is not suitable for companies that are too large and slow to respond. Instead, they need niche-type companies that can respond quickly and continuously improve their solutions according to new demands. The new year will bring more room for online advertising, but at the same time there may be more abuse. Eliminating unnecessary, irrelevant, and spurious traffic will be the top priority for online advertising in 2017, because this will only improve the user experience and increase advertising effectiveness.
Prevent fraudulent collaboration: Get rid of verification tools that detect fraudulent ads and turn them off, and more will be used to identify valid and invalid content, allowing advertisers and traffic sources to work together to clean up traffic and avoid traffic congestion. By pinpointing specific impacts, classifying problems, and providing actionable data in real time, advertisers can work with media platforms to find solutions instead of waiting to be marked as faulty. Cyber ​​attacks from advertising robots: Chatting robots that create fake clicks and browse can also steal credit card information. Tools used to protect advertising will mimic systems that protect financial institutions from hackers. Network security and anti-advertising fraud will be combined, using many of the same technologies to detect chat bots. China’s rapid growth in mobile advertising spending: The United States is currently the world’s most valuable advertising market, and will continue to grow steadily, but it is still dwarfed by China’s striding growth rate. According to the latest advertising expenditure forecast by Zenith Optimedia, the Chinese advertising market has not been affected too much by the stock market chaos and is expected to grow at twice the global growth rate. Consumer aversion to online advertising: The data shows that online advertising is not accepted by consumers. In a recent study, 3,200 Internet users were surveyed, 92% of respondents said they would consider using an ad blocker, and 62% of respondents said they were dissatisfied with the pre-roll ads. In 2017, the need to find more interesting and less disruptive ways will become more urgent in order to avoid the driving of advertisements to viewers. The issue of ad blocking has drawn attention: According to Adobe's data, 28% of U.S. Internet users use ad-blocking software. For marketers and advertisers and media platforms, this is definitely a bad news. If browsers block ads from ad servers, they will lose money. According to Ooyala's 2016 Global Video Index report for web video solutions, more than 200 million Internet users use ad blockers. Heavyweight companies such as Google and Facebook put pressure on mobile operators to stop them from intercepting ads, and some mobile networks stop ad blocking. Programmatic advertising continues to dominate digital advertising: In 2014, less than 50% of display ads were purchased through the program or through the API. This year, only two years later, digital advertising purchased through the program reached 67%. ProgrammaticTV will become a more viable option to increase cost efficiency through automated advertising purchases while providing more granular data-driven location services. However, because the effectiveness of online advertising is eroded by fake traffic, fraudulent advertising may become an obstacle to television advertising entering the digital age. Interoperability will be the key: While large advertising service providers are committed to providing one-stop shop services by adding more features, market players then push the board in the opposite direction. They want to create an open platform to Provide the best solution. Such a dynamic market is not suitable for companies that are too large and slow to respond. Instead, they need niche-type companies that can respond quickly and continuously improve their solutions according to new demands. The new year will bring more room for online advertising, but at the same time there may be more abuse. Eliminating unnecessary, irrelevant, and spurious traffic will be the top priority for online advertising in 2017, because this will only improve the user experience and increase advertising effectiveness.
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