Digital Ad Fraud Is Rampant. Here’s Why So Little Has Been Done About It
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When top digital-advertising executives descended on Palm Desert, Calif., last month for the Interactive Advertising Bureau’s Annual Leadership Meeting, one topic dominated conversation from start to finish: fraud. In the hallways and onstage, the industry’s leaders made it clear that the problem was out of control and needed to be stopped.
In a town hall on the subject, one participant even suggested putting a bounty on perpetrators. “What about ‘Wanted, dead or alive?'” he said. “Twenty-five thousand dollars to each company who puts one of these guys out of business. Make it $100,000!”
The ad industry loves to talk a big game when it comes to fighting ad fraud. But when it comes to actually doing something about itbounties or otherwisethe story is much different. Fighting fraud costs money, and just about every company in the ecosystem can benefit in some way from it. The rational decision for most is to look the other way.
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