Digital ad spending in the industry will reach $15.84 billion in 2022. Although growth in digital budgets is slowing, we estimate the category will see nearly $20 billion in spending in 2024. For every $1 million invested in online banner ads, just 0.1%, or $1,000, derives value for brands, resulting in $999,000 wasted by brands. So why is pharma wasting so much money?

Short on Time?

  • Adalytics reported that for nine months, billions of ad auctions for space on Gannett’s¬†USA Today¬†website resulted in brands unknowingly getting stuck with their ads running on other Gannett sites — often remote community sites.
  • Ads from who-knows-how-many companies ran in the wrong places for nine months.
  • Not a single brand noticed this, and not a single media buyer noticed the fraud.
  • Online ad fraud is costing pharma millions