Which of the following is a common challenge in digital media buying?

Ad fraud is a significant challenge in digital media buying because it undermines the effectiveness and efficiency of advertising campaigns. Ad fraud involves deceptive practices that generate false impressions, clicks, or conversions, which can result in wasted advertising budgets and inaccurate performance metrics.

Digital marketers invest substantial resources in creating and deploying campaigns that aim to reach their target audiences effectively. However, when fraudsters use techniques such as bot traffic or fake websites to mimic real user interactions, it distorts the data that marketers rely on to assess campaign performance. This leads to challenges in optimizing campaigns, understanding audience behavior, and achieving desired return on investment (ROI).

In contrast, high click-through rates, increased organic traffic, and low cost per click are generally considered positive indicators in the context of digital media buying. High click-through rates signify effective ad engagement, increased organic traffic reflects successful SEO efforts, and low cost per click indicates efficient ad spending. These factors, while important to monitor, do not present the same level of risk and complication as ad fraud.