What Brand Marketers Need to Know about Mobile Ad Fraud

Mobile is increasingly seen as the next frontier for bad actors

The IAB’s incoming chairman says, ‘We have to make measurement make sense.’ Getty Images

Ad fraud remains a pernicious problem for marketers and the entire digital advertising ecosystem despite several worthy industry initiatives looking at tactics to address it. Recently, the issue prompted Google to issue refunds on its fees to advertisers whose ads reached bots rather than humans. And ad fraud is costly—estimates hover anywhere from $7.2 billion to$16.4 billion.

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