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Some advertisers, including Airbnb and Pepsi, say ad fraud is on the decline this year, though it’s still an ongoing battle they’re paying close attention to.
According to Atin Kulkarni, global head of media and content innovation at Pepsi Co., improved data and partnerships with the Media Rating Council and Facebook have helped drive bot traffic down. However, he said, it’s still causing inflections for some ad impression prices, adding that getting rid of it entirely will be “a long journey.”
“To be honest, that’s a really important area and something that we work very closely with our partners on,” Kulkarni said.