Senators Take Aim Against Ad Fraud, Ask FTC for Answers
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The rapid growth of programmatic ad buying and selling has dramatically ballooned the estimates for ad fraud since 2010. “It is much more expensive to get a page view from a human,” Adam Epstein, COO of AdMarketplace, previously told Ad Age. “So, there is an incentive from the network to give you a pageview from a bot.”
The letter points to nonhuman traffic, or bots, as the driving force behind ad fraud. “Fraud thrives when advertisers measure the wrong events like page views, video views — those are events that both a human and a bot can do,” Mr. Epstein said.
According to the Interactive Advertising Bureau, digital advertising revenue surged to a record-breaking $59.6 billion in 2015. At the same time, some $7.2 billion is expected to be siphoned from marketers in 2016, up nearly $1 billion, due to ad fraud.
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