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Lotame, one of the world’s largest exchanges for digital third-party data, announced on Friday that it has purged 10 percent of its over 4 billion profiles after identifying them as bots or otherwise fraudulent accounts.
Lotame CEO Andy Monfried estimated that 40 percent of all web traffic is fictional. The industry, he said, is facing a crisis of trust due to fraudulent and unreliable data. By purging those profiles, Lotame is aiming to restore at least some of that trust.