🇧🇷Brazil

Custo de Qualidade Deficiente - Refunds e Compensação ao Anunciante (Cost of Poor Quality: Advertiser Refunds & Compensation)

1 verified sources

Definition

Industry sources (TraceData) identify 'Quality and Safety Risks—fraud/IVT, suitability in user-generated environments, and promotional compliance—demanding stronger verification, pre-clearance, and rapid takedown workflows to protect budgets and brand equity.' No specific quantified loss per publisher found in sources, but structural risk is high in unverified ad delivery environment. Makegoods typically consume 2-5% of monthly ad inventory.

Key Findings

  • Financial Impact: Estimated 2-5% annual ad revenue loss to makegoods/refunds. For a R$ 50M ad revenue publisher: R$ 1–2.5M annual cost. Typical makegood cost per campaign: R$ 10,000–100,000 (unsold inventory + trafficking labor).
  • Frequency: Monthly (continuous refund/makegood requests)
  • Root Cause: Manual verification of ad delivery; delayed fraud detection (post-campaign); lack of real-time viewability measurement; insufficient SLA enforcement

Why This Matters

The Pitch: Mid-market publishers in Brasil lose 2-5% of ad revenue annually to makegoods and refunds due to unverified campaign delivery. Automation of real-time viewability, fraud detection, and SLA enforcement eliminates rework costs.

Affected Stakeholders

Ad operations/trafficking, Revenue assurance, Account managers, Quality assurance teams

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Financial Impact

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Current Workarounds

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Methodology & Sources

Data collected via OSINT from regulatory filings, industry audits, and verified case studies.

Evidence Sources:

Related Business Risks

Multas CONAR e Senacon - Publicidade Enganosa em Campanhas (Misleading Advertising Penalties)

R$ 1.33–2 million per company fine (2024); R$ 150,000 daily fine per campaign (non-compliance); Typical cost per removed campaign: R$ 50,000–500,000 (lost media spend + refunds). Estimated manual review overhead: 10-20 hours per 100 ads.

Redução de Receita Publicitária na Migração Print-to-Digital (Print-to-Digital Ad Revenue Leakage)

O Estado: R$ 3 million/year loss; Infoglobo: R$ 51.5 million/year loss (2015). Conservative estimate for mid-market publishers: 15-25% annual ad revenue loss due to rate compression and unverified inventory. For a R$ 100M annual ad revenue publisher: R$ 15–25M annual leakage.

Perda de Clientes por Fricção - Atraso na Verificação de Campanhas (Customer Churn: Campaign Verification Delays)

Estimated 5-15% annual ad revenue churn per publisher due to manual verification delays. For a R$ 50M publisher: R$ 2.5–7.5M annual account loss. Cost per delayed verification: R$ 5,000–50,000 (lost productivity + customer satisfaction hit).

Penalidades por Transferências Internacionais Não-Conformes de Dados

Estimated ANPD penalty: R$500,000–R$10,000,000 per enforcement action; equivalent to 2–4 months of ad revenue for mid-market publishers

Desvio de Comissões por Interceptação de Atribução (Click Hijacking)

Lawsuits settled (specific amounts undisclosed); estimated 10-30% of affiliate commission budget diverted per compromised campaign; case study: R$50,000+ per medium-scale affiliate program annually

Shaving de Comissões (Redução Encoberta de Taxa de Revshare)

20 percentage point commission reduction per reassigned campaign; estimated R$5,000-R$50,000/month loss per active affiliate program; cumulative: 15-25% annual revenue loss

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