Lower Ad Fraud Will Be Achieved Once Increased Incrementality Takes Place

Ad tech needs to rely less on attribution

A woman standing at the beginning of a winding colorful road.
Current attribution measures induce fraud. Getty Images

Efforts to root out ad fraud have clearly failed as we’ve continued to see legal issues for agencies and media partners. Brands are now on high alert, and it’s a particular threat for public companies who have a shareholder responsibility to resolve these issues. That’s on top of previous legal actions and recent alarm bells sounded by the FBI and Congress. The failure is rooted in an overreliance on multi-touch attribution (MTA) systems.

Ken Archer is a long-time ad-tech executive currently serving as vice president at brand intelligence and ad-measurement firm Survata.
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