Ad Networks Adapt to New Standards Amid Rising Fraud Concerns

The landscape of digital advertising is undergoing a significant transformation as the definition of a “safe ad network” evolves in response to rising concerns about ad fraud. In 2024, ad fraud is estimated to have cost advertisers around $44.3 billion, with projections suggesting that this figure could escalate to $107 billion by 2029, according to Juniper Research. In light of these alarming statistics, regulatory bodies across Europe, North America, and Asia have introduced new compliance standards aimed at enhancing accountability within the advertising industry.

Companies with a global footprint, such as PropellerAds, are adapting their services to align with these heightened expectations. The network operates in over 195 countries, which subjects it to rigorous scrutiny from both advertisers and cybersecurity analysts. The recent updates to PropellerAds’ product offerings underscore a shift within the advertising technology sector, where networks are now evaluated based on their capacity to detect fraud in real time, maintain consistent content moderation, operate under strict privacy regulations, and engage in external oversight.

Alex Vasekin, CEO of PropellerAds, encapsulated this shift by stating, “If your fraud controls activate after a campaign has already lost money, you are already below the minimum standard.” This sentiment reflects a growing consensus among industry stakeholders regarding the need for proactive measures in combating ad fraud.

Key Features of a Safe Ad Network in 2025

As the digital advertising space evolves, several critical features are emerging as necessities for a safe ad network in 2025. These include real-time traffic analysis, structured moderation, privacy-focused targeting, and the implementation of independent audits.

**Real-Time Traffic Analysis and AI Screening**
A safe ad network must now be equipped to prevent fraudulent activities before they affect advertisers’ budgets. PropellerAds employs machine-learning models that analyze traffic signals in real time. This includes evaluating device fingerprints, behavioral signals, interaction timing, and browser characteristics to identify and filter out suspicious activity before it even enters the reporting tools.

PropellerAds has established an internal traffic quality framework that consists of a three-stage traffic review process. The first stage involves real-time filtration through an in-house bot detection solution. The second stage incorporates automated systems alongside manual reviews to highlight abnormal patterns, such as sudden spikes in traffic or unusual bounce rates. Finally, the third stage uses a statistical scoring system that assesses traffic sources across multiple parameters. This structured approach allows for the swift identification of problematic sources, a necessity given the rapid evolution of fraud tactics.

**Structured Moderation and Rule-Based Creative Review**
As performance advertising becomes increasingly intricate, the demands for content moderation have intensified. PropellerAds utilizes a combination of automated scanning and human reviews to evaluate creatives and landing pages. This system scrutinizes claims, code behavior, and compliance issues related to sensitive verticals, which are often subject to stricter regulations.

Documentation has become a vital component of moderation processes. New expectations for transparency, driven in part by the EU Digital Services Act, require ad networks to maintain comprehensive records of moderation decisions. Advertisers, particularly those operating in multiple jurisdictions, demand clearer explanations of these decisions. Additionally, publisher screening is more stringent, with PropellerAds evaluating publisher histories for patterns of violations and unauthorized changes to scripts to mitigate the risk of harmful ads appearing in their inventory.

Privacy-Focused Targeting and Verification

The ongoing shift towards privacy-first targeting methods is reshaping the advertising landscape significantly. While major players like Google have delayed the complete phase-out of third-party cookies, the industry continues to pivot towards reliance on first-party data and contextual signals. PropellerAds has embraced this trend by focusing on contextual analysis and publisher-provided first-party segments.

The IAB reported a 14.9% year-on-year increase in digital ad revenue for 2024, with contextual targeting playing a pivotal role in this growth. PropellerAds organizes its workflows regionally to comply with varying privacy standards, maintaining detailed compliance logs that document data origin and consent. This careful approach enables the company to navigate the complexities of differing regulations while supporting targeted advertising efforts.

Furthermore, safe ad networks are now expected to pursue independent audits and establish partnerships for threat intelligence. PropellerAds has expanded its use of third-party verification to bolster transparency and trust. These assessments evaluate the effectiveness of fraud prevention measures and malware filtering, providing advertisers and regulators with tangible evidence of performance.

Vasekin emphasized the importance of external reviews, stating, “Independent audits do more than validate what you have built. They reveal the gaps you did not expect.” This perspective highlights the necessity of ongoing vigilance in the face of evolving threats.

As advertisers and regulators demand more stringent standards, the checklist for a safe ad network has become increasingly rigorous. Real-time fraud detection, structured moderation, privacy-focused targeting practices, and independent verification are now fundamental expectations. PropellerAds’ ongoing service updates and annual traffic quality reports are indicative of broader shifts driven by regulatory pressures, fraud concerns, and advertiser demands. Ultimately, the safety of ad networks is now measured by their systems and documentation rather than mere marketing claims, positioning those that meet these criteria as credible players in an industry facing intensified scrutiny.