Why Click Validation Matters for U.S. Advertisers: Stop Paying for Fake Clicks

With brands shifting a large amount of their budgets to digital platforms, programmatic advertising plays a crucial role in how brands optimize their budget at each stage of the funnel.   The programmatic advertising market in India is still considered to be at a nascent stage; however, it has taken a steep curve and is not going to stop.   According to the Dentsu-e4m Digital Report 2025, programmatic advertising contributed   ₹20,686 crore, accounting for 42% of India’s digital media expenditure by the end of 2024, reflecting a 21% growth over 2023. The report further projects this momentum will continue, with programmatic expected to represent 44% (₹30,405 crore) of the digital advertising market by 2026, growing at a compound annual growth rate (CAGR) of 21.24%.   With the power to automate media buying and provide real-time data, programmatic campaigns offer unmatched scalability and precision. But with great opportunity comes significant risk. If not handled car...

  Many advertisers still believe ‘if an ad is viewable, it means the user actually saw it.’   But that’s not the case anymore. Impressions and viewability still dominate reporting, but they don’t reflect whether audiences actually watched or engaged with an ad. That is why the digital marketing industry and advertisers have now started shifted their focus towards a more reliable metric – attention measurement.   The recent campaign analysis conducted by our experts shows this major shift: attention metrics reveal intent and creative effectiveness in a way traditional KPIs simply can’t.   How  Are  Attention Metrics  Better than Viewability?   Unlike viewability, attention is measured based on multiple signals and human behaviour patterns, not one parameter. The parameters include time-in-view analysis, completion rate, drop-offs, mute rate, picture-in-picture behaviour, etc. These signals are processed using an ML-driven model to estimate likeliho...

Think of your funnel like a tower: the bottom is what holds everything together. If the base is weak, the entire structure becomes unstable, no matter how strong or beautifully designed the top floors are.   Your bottom funnel works the same way. It’s the foundation of your growth, where real outcomes finally happen, purchases, sign-ups, subscriptions, and revenue.    But when fraud creeps into this stage, the damage is far greater than just a few bad metrics. It shakes the entire system.   A compromised BOFU means you are building success on numbers that don’t exist. And when the foundation is fake, everything that depends on it eventually falls apart.   In this blog, you will discover –  The two major BOFU fraud traps   How click fraud distorts final conversions   How incent fraud fakes success   Warning signs your BOFU metrics are corrupted   Steps to rebuild BOFU integrity   Clic...