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The digital marketing glossary > I > What is Impression fraud definition?

What is Impression fraud definition ?

Impression fraud is the fraudulent practice by which ads are delivered and counted as served without having any chance to be seen by humans. Impression fraud is theoritically distinct from classic ad viewability issues.

The most common types of impression fraud are:
- invisible ads displayed in hidden IFrames
- impressions generated by botnet traffic
- bots hosted by the fraudsters and mimicking human visits

Impression fraud is especially met on some adexchanges and second tier networks. The phenomenon is difficult to evaluate. Some studies estimate that up to a third of all ad impressions are fraudulent, but most often they are created and published by ad verification solutions.

See also click fraud.

Published on Sunday 14 April 2013 (Authors)