Ad fraud is often described as a cat-and-mouse game, with networks’ best efforts at detection a few short steps behind bad actors’ best efforts at defrauding customers and advertisers without getting caught. (And those mice are eating a lot of cheese. Last year, the ad verification company Adloox predicted ad fraud could cost advertisers $16.4 billion in 2017—or about 20.5 percent of total global digital ad spend.)
As social networks and advertising platforms increasingly deploy artificial intelligence to model customer behavior and improve performance of their campaigns, they’re also using it to stop ad fraud.
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