by Teg Grenager, Founder & Chief Product Officer of Adap.tv
Behind every screen is a person. That is the fundamental expectation advertisers have when buying digital media to communicate with and engage their audiences.
As we have seen in many other industries, anywhere large amounts of money change hands – finance, insurance, etc. – there exists the potential for fraudulent activity. It is perhaps not surprising, then, that as the digital advertising industry has grown, some “bad actors” have sought – and found – ways to deceive and defraud advertisers of their media budgets.
Many advertisers and agencies find this surprising, and don’t understand how it’s even possible. After all, they spend their budgets only with reputable media partners, each of whom would put their entire business at risk if they knowingly engaged in any fraudulent activity. There is really just one way that advertiser dollars get into the hands of fraudsters: fraudulent traffic buying, obscured by an unknowingly complicit publisher, ad network, or exchange. [Read more...]