Fraud in Digital Advertising: A Multibillion-Dollar Black Hole: How Marketers Can Minimize Losses Caused by Bogus Web Traffic

This article describes the ways in which digital advertising fraud is being committed, as well as outlining how marketers should respond.

Fraud in Digital Advertising: A Multibillion-Dollar Black Hole: How Marketers Can Minimize Losses Caused by Bogus Web Traffic

Gian M. Fulgoni

comScore, Inc.

INTRODUCTION

Fraud long has been known to be one of the most troublesome issues on the Internet,

Gian M. Fulgoni is cofounder and chairman emeritus of comScore, Inc. Previously he was president/ceo of Information Resources, Inc. During a 40-year career at the c-level of corporate management, he has overseen the development of many innovative technological methods of measuring consumer behavior and advertising effectiveness. Fulgoni is a regular contributor to the .

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