Archive · 2 Jun 2025
Goafest 2025: HUL Media Head Warns of Digital Ad Fraud
Imagine you're trying to sell toys online.
Digital ads help people find your toy store.
But some of those 'visitors' are actually robots, not real people who can buy toys.
A media expert, Tejas Apte, said that many digital ads get wasted this way.
He also mentioned that some social media stars might have many fake followers, so their ads don't reach real customers.
To fix this, the advertising industry is working together to make ads safer and to measure if they are actually helping to sell products.
They want to make sure clicks on ads lead to real sales, not just website visits.
They also care about protecting your privacy with consumer data.
Hindustan Unilever's media head, Tejas Apte, highlighted digital ad fraud at Goafest 2025.
Apte stated that up to 30% of digital ad impressions are wasted on non-human traffic, like bots.
In influencer marketing, fake followers can inflate numbers by 75-80%, offering little value.
The Indian Society of Advertisers launched the Media Charter to improve digital ad safety and transparency.
Apte emphasized the need to shift focus from metrics like click-through rates to real business results.
- Who
- Tejas Apte, Head of Media & Digital Marketing at Hindustan Unilever.
- What
- Discussed the rampant digital ad fraud and the need for better metrics in advertising.
- When
- At Goafest 2025.
- Where
- Goafest 2025, South Asia’s leading advertising and media festival.
- Why
- To address the issues of digital ad fraud, lack of transparency and focus on correct metrics
- Event
- Goafest 2025
- Speaker
- Tejas Apte, Head of Media & Digital Marketing at Hindustan Unilever
- Ad Fraud Percentage
- Up to 30% of digital ad impressions
- Influencer Fraud
- Fake followers can inflate numbers by 75-80%
- Initiative
- ISA Media Charter