Residential proxy: How to protect your business from Ad Fraud

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With e-commerce booming in recent years, companies worldwide are experiencing new levels of growth through online sales. As a stakeholder of a modern business, it stands to reason that you too would want to maximize the revenue potential of your business by leveraging digital channels. That, of course, means investing in digital marketing and advertising in order to elevate your brand’s profile online.

Unfortunately, there are potential pitfalls associated with digital commerce, and with online advertising in particular. Advertising fraud is becoming increasingly common online, with brands worldwide losing out on huge amounts of revenue as a consequence of having their exposure stolen by third parties. This can be extremely damaging to the development of an enterprise. Moreover, it’s not always easy to detect when you are being victimized.

Thankfully, it is possible to deal with this issue by utilizing a residential proxy. By what exactly is a residential proxy, and how can it help you to combat ad fraud?

What is a residential proxy?

A residential proxy is a kind of server that allows you to use a different IP address than your own while you browse the internet. Typically, when you connect to a website online, your IP address provides a way of identifying your personal device. This allows websites and ISPs (Internet Service Providers) to apply restrictions due to your geographical location and other factors.

When you use a residential proxy, however, you can browse the internet under the IP address of another device in a different location. This effectively allows you to mask your location and identity so as to avoid having your online activities restricted or your experience altered.

What is ad fraud?

The term “ad fraud” comprises a wide range of dishonest and malicious acts committed by cybercriminals for personal gain.

One common type of ad fraud is ad concealment (or ad stacking). This is where ads are displayed in a manner in which they are not actually visible to users. This could be because ads are displayed in an imperceptibly small frame, hidden beyond the visible screen area, or simply stacked beneath an entirely different ad.  This unfairly takes advantage of brands who pay for views on their ads rather than clicks.

Another type of ad fraud is click hijacking. This kind of ad fraud targets brands that engage in pay-per-click (PPC) advertising online. Click hijacking occurs when the advertising party’s system is compromised in some way, allowing a cybercriminal to reroute users who click on an advertisement, taking them to a different site than intended.

Ad fraud harms advertisers both by wasting their advertising investment and causing them to lose out on potential revenue. As a result, it can have a devastating impact on a growing enterprise.

How does a residential proxy protect your business from Ad Fraud?

Residential IPs are key to combatting ad fraud due to the role they play in ad verification. Ad verification is the process by which advertising can assess the validity of ads to ensure that they are viewed by real users and as intended. This is an important task, but it can also be a challenging one.

When attempting to perform ad verification, it’s common to encounter issues with geolocation, as certain ads may be intended for specific regions or countries exclusively. Similarly, advertisers may find their IP address is blocked as a result of making numerous requests in succession.

Fortunately, both of these issues can be alleviated through the use of a residential proxy. Since a residential proxy service allows you to reroute your traffic and assume different IP addresses, you can send numerous requests in a short timeframe without having to worry about being blocked. In addition, the ability to choose your proxy location allows you to bypass any potential geo-restrictions. This will allow you to browse as a typical user in that region.

By utilizing a residential proxy in this way, you can easily verify your advertisements, ensuring that they are correctly displayed and that they are being viewed by real users.


With e-commerce experiencing such an enormous boom in recent times, digital channels provide a highly promising avenue for developing enterprises. As you strive to grow your business, chances are you will want to invest in online advertising to help you capitalize on the potential the digital world brings. In doing so, however, it’s advisable to take precautions to protect yourself against ad fraud. By utilizing a residential proxy, you can engage in effective ad verification, thereby ensuring that your online advertising yields the best possible return on investment for your digital business.

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