As with all crimes, it is a truism that ad fraud will forever grow more sophisticated.
It’s also a truism that in order to keep up with any crime, you need people just as dedicated to fighting it as the people dedicated to profiting from it.
That’s why it’s curious when I hear measurement companies across the marketing technology spectrum playing down the importance of fighting fraud, essentially saying that since the problem won’t go away, we should therefore find ways of buying and measuring media that make fraud irrelevant to our analysis.
It seems a noble enough cause, but when you dig deeper, this assertion is actually quite troubling.
Let’s
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