The Fight Over Fraud

Industrywide awareness of fraud is high, but are brands doing enough to keep fraudulent activity from distorting the advertising landscape?

By David Ward

Fueled in part by a lack of transparency in the media buying process, the marketing industry faces a troubling rise in the number of fraudulent websites and bots that convert illegitimate traffic into ill-gotten revenue. The problem is so pervasive that it’s begun to skew data and give an inaccurate view of the digital marketplace. For brands, it means keeping an eye on where the money goes is more important than ever.