Commentary

Want to avoid digital fraud? Look at real non-digital stuff

Digital publishers spend a lot of time trying to rid their areas of fraud. Panelists at the OMMA Art & Science suggest looking at real stuff.

“The one thing a bot cannot do is spend money,” James Green, chief executive officer of Magnetic. So Green says Magnetic focuses in those areas.

Misha Mukherjee, director of NBCU Digital Investment, Maxus, says it isn’t just putting sites on “blacklists”, but creating “whitelists” -- those sites you can trust. Fraudulent media sites can have a short shelf life only to be replaced by new bad actors.

And then Mukherjee says one needs to do investigations: “There is still a manual side of the process-- like does this company have a real office?”

Chris Wexler, senior vp of director of media and consumer engagement for Cramer-Krasselt, says there also concern for growing bad data fraud.

 

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