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If you spend enough time in the murky world of ad exchanges, ad tech middlemen and real-time bidding software, you might come away wondering why any major brand even bothers with online advertising.
Not only are banners dull and clickthrough rates low, but all the technology flooding the industry promising perfect targeting perfection can’t even deliver real human audiences much of the time.
Indeed, while the Web has never been short of tricksters, scam artists and crooks, a new breed of cheat is fast becoming a plague in the exchange world: the ghost publisher.