Point of view: Please, don't end ad fraud

Darika Ahrens

This article argues that advertisers need to rethink online measurement to focus on metrics that better reflect campaign objectives.

Point of view: Please, don't end ad fraud

Darika AhrensGrapevine Consulting

Two guys in New York have created a programme they say will end ad fraud for good. And it's a real shame. Ad fraud was forcing the industry to re-examine how it measures online advertising. But if this tool works, it may not have to. The software's called Submit Guard and it can tell the difference between humans and internet bots with over 99% accuracy. Internet bots are responsible for fake clicks and views expected to cost the industry $6.3 billion this year.

The creators Eric Weissman and...

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