Brands Can Avoid Ad Fraud by Understanding Its Ever-Changing Nature

When new detection methods come about, fraudsters learn how to sidestep them

a man sitting in a small home on his computer with lines branching out of his computer and various items on those lines
Being prepared as fraud detection changes can help brands combat fraudsters. Getty Images

It’s been several years since brands and agencies were made aware of the size of digital advertising’s fraud issue. Despite increased scrutiny from ad buyers and efforts across the industry to filter out nonhuman traffic, fraud persists. While many are aware of the problem, very few have a deep knowledge of fraud, much less about what to do beyond the fact that they should avoid it at all costs.

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Melinda Han Williams is the chief data scientist at Dstillery.