Bots, Fraud, and Non-Human Traffic Continue to Plague Top Publishers

Programmatic buying of digital ads has seen a sharp, seemingly inexorable rise over the past three years. Marketers have seen it as a great way to simplify the buying process, squeeze out excess costs, reduce waste, and target their customers more effectively. Publishers have been a bit more ambivalent since programmatic buying tends to commodify their digital ad inventory and discount the more ephemeral benefits of editorial adjacencies and the beneficial aura that flows from an ad being embedded in a quality media context.

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