Why Programmatic Can't Kill Click Fraud

If programmatic’s so great, why can’t it rid the industry of click fraud? That’s the question Jen Brady, founder & CEO of Fred & Associates, had for panelists at MediaPost’s RTB Insider Summit, on Thursday. “It’s still happening!” said Brady. Of course, it’s still happening, said Christopher Hansen President of Netmining. “Fraud is everywhere.” Rather than a cure, programmatic can help honest brands and publishers participate in a “remediation process,” which Hansen likens to “pulling weeds.” What’s more, there are now companies that specialize in spotting and pulling out such weeds. “We can license their technology, and [said technology] prevents [fraud] from happening before we deliver the ads,” he said. “It’s not full proof, but it’s a good filter.”

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