Yandex estimated the losses of advertisers from Frod at 10 billion rubles
The share of complicated to detect fraudulent traffic in Internet advertising in 2024 doubled. We are talking about writing off funds from the budget of advertisers for the actions of bots imitating real users (clicks, transitions, etc.). According to various estimates, the share of such Froda over the year reached 13-15% of all clicks, and according to Yandex, the damage to the business from them could amount to more than 10 billion rubles. Experts believe that in 2025, the share of this type of fraud can increase to 18%, but growth can slow down the development of domestic antifrod systems.
In 2024, advertisers who place advertising on Yandex resources could lose more than 10 billion rubles. Due to Frod in conversions (fake targeted actions for which funds from the advertising budget of companies are written off), Kommersant was told in Yandex. It is noted that the threat is directly related to the growing share of the SIVT fraud in 2024 (complicated for detecting traffic imitating the user), which has almost doubled and reached 13% of all clicks.
To filter traffic and the fight against Frod, Yandex uses its neurotechnologies, they help to find robots, the activity of which is similar to Froda incidents previously certain.
In particular, the accuracy of Frod’s determination in real time increased and cases of disconnection of campaigns due to the influx of bots were practically excluded. In 2024, many resources were blocked to protect advertisers at the Yandex Advertising Network site: 6.8 thousand Telegram channels, 1.6 thousand sites and about a thousand applications that generated fraud traffic.
According to Arir, 94% of Dijital advertising experts came across Frod, the director of the ADTech MTS optimization and planning center Anton Ryzhenko indicates. Due to the increase in the fraud traffic, the direction of the fight against it is one of the priority. So, the company operates with market traffic verifiers and integrates with key market players.
Previously, “Kommersant” wrotethat the cost of conversion (CPA) in the Internet advertising according to the results of the fourth quarter last year increased by 31% year by the year, according to the report of the E-Promo Group. The cost of conversion grew more actively than in the third quarter, then a growth of 17.9%was reported. The price of a click changed multidirectional depending on the industry: in real estate it increased by 52%, in the financial sector by 3.1%, and in electronic trade by 4.4%.
“The share of SIVT fraud has been growing in recent years. According to our estimates, it can reach 15% (by clicks) and higher depending on the channel and type of devices. At the same time, Frod in advertising shows remains in the range of 3-4%, ”says CTO Admon.ai Sergey Ignatov. He adds that the volume in the saved 10 billion rubles. More than a real indicator.
Now the most popular methods of Froda in Internet advertising are “scraping” (an attack on advertisers who pay for ads for a click price), generation of fake leads (mass filling of feedback forms) and fake traffic (twisting by bots or interested users of advertising indicators), says the leading expert on network threats, web developer of the company “Code of Security” Konstantin Gorbunov.
In 2023, the share of the SIVT fraud was about 6.5%, and in 2024 it reached 13%, that is, it actually doubled, and this indicates a complication of fraudulent schemes, and not an increase in the number of attackers, said the cybersecurity expert Angara Security Andrei Razydimakho. “If the trend is preserved, then in 2025 the level of SIVT fraud can reach 15-18%, but, most likely, growth will slow down due to the active development of antifrod systems,” Mr. Razydimakho predicts.
