Ad Fraud May Be Down, But Marketers Are Cautiously Optimistic at Best or Downright Skeptical

Responses to ANA’s Bot Baseline report are mixed

The report predicts that the budget lost to ad fraud this year will be $5.8 billion—down from over $6 billion two years ago. Getty Images

The Association of National Advertisers (ANA) and cybersecurity company White Ops opened its fourth annual Bot Baseline report with the proclamation that “in some important ways, things are better than they have ever been.” But in spite of that cheery headline, the report left industry leaders feeling cautiously optimistic at best, and downright skeptical at worst.

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@ErikDOster Erik Oster is Adweek's senior writer covering Agencies.
@swodinsky Shoshana Wodinsky is Adweek's platforms reporter, where she covers the financial and societal impacts of major social networks. She was previously a tech reporter for The Verge and NBC News.