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Ad Industry Must Fight Back Against Click Fraud

Neither Mercedes-Benz or Rocket Fuel are to blame for the latest high-profile case of a major brand's campaign falling prey to online advertising fraud, says Duncan Trigg, Chief Executive at content verification service Project Sunblock. He argues that with 1.6bn adverts being served to bots instead of people every year in the UK, it is time for the industry to fight back by combining verification  methods, such as dwell time measurements, viewability data and human analysis of traffic patterns.

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