Ad fraud: protect, prevent or pretend it’s not happening?

This article addresses the subject of advertising fraud, a major issue that the industry as a whole has, thus far, failed to address in a coherent fashion.

Ad fraud: protect, prevent or pretend it's not happening?

Erol SoyerForensiq

The Association of National Advertisers (ANA) revealed in a recent study that brands could lose $6.3 billion worldwide in 2015 by purchasing ads that are never seen by humans. The organisation's research also suggested that 60% of mobile advertising is fraudulent.

Other forecasters believe that ad fraud in display now affects as much as 50% of all digital ad impressions – a record high. This is causing industry experts to take notice of what many are calling an "epidemic".

ZenithOptimedia, the media agency, recently...

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