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Digital publishers are trying to address their industry’s continued struggles with brand safety and fraud, but experts say they still have a long way to go. More than half of paid programming impressions are probably fraudulent, while under even the best-case scenario, one-third of those impressions aren’t viewed by an actual person.
Those bleak estimates came during an Advertising Week session yesterday about data-driven advertising. Rick Erwin, president of audience solutions for Acxiom, asked the panelists what percentage of purchased programmatic impressions they believe are not viewed by human beings.
“If
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