Member Article

Digital marketing analytics platform to host educational webinar addressing the problem of ad fraud on Facebook

Digital marketing analytics platform, Beacon, is set to host a webinar next week to educate marketing professionals and brands on the challenges and solutions to ad fraud on Facebook. Attendees will learn how much fraudulent ad clicks are costing advertisers and what can be done to mitigate against them.

The free session, taking place via Zoom at 14:30pm on Thursday 10th December, will be delivered by Beacon’s founding CTO and data lead, Stewart Boutcher, in partnership with Shoo Social Media.

It will coincide with the release of Beacon’s The Ultimate Guide to Bot Traffic white paper, which reveals that bots – both good and bad – are responsible for 52% of all web traffic, and up to a quarter of all web traffic was carried out by bad bots in 2019

Key topics discussed in the webinar will include:

• What bots are and the different bot types
• Why criminals run bots
• The impacts of bots on businesses and society
• How to protect against harmful bots

Attendees will also be given the opportunity to share any of their own experiences of advertising fraud and to participate in a Q&A segment with directors of Beacon to learn about how the business is empowering marketing professionals to identify and combat bot clicks and fraudulent website traffic.

Co-founded by entrepreneurs Nigel Bridges, Mike Townend and Stewart Boutcher in 2016, Beacon is a marketing analytics platform that helps users manage and improve their campaigns. Beacon monitors campaign traffic across all channels in one dashboard, with click fraud detection enabling users to understand exactly how much of their digital advertising budget is wasted by bot clicks and ultimately distorting results.

Speaking ahead of the webinar, Stewart Boutcher said: “As marketers we’re all spending a lot of time and money on getting our products and services in front of target audiences, but many industry professionals don’t realise 50% of those arriving to their websites aren’t real people.

“Now, more than ever, it’s crucial for anyone working in digital marketing to be able to tell the difference between good and bad bots, especially those running PPC campaigns. We’ve planned this webinar to arm industry professionals with the foundations they need to protect their businesses against the effects of ad and click fraud and to generate stronger ROI as a result.”

This was posted in Bdaily's Members' News section by Ruth Jones .