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Bogus Traffic Plagues Online Ad Biz

While trade groups and other entities have tried to make the industry aware of just how big a problem ad fraud is, the problem remains overwhelming. According to the Association of National Advertisers (ANA) and White Ops, companies could lose more than $7 billion globally this year to ad fraud, the Wall Street Journal reported. In its study, the ANA found that in 2015, advertisers found between 3% to 37% of their ad impressions were created by bots compared to an earlier study where the bot traffic ranged from 2% to 22%. The study indicates the problem is getting worse, not better. Bob Liodice, chief executive of ANA, told the Journal that the industry has been slow to take action and must do more to fix the vexing problem. “As an industry, when faced with huge issues, we become paralyzed,” he added.

Read the whole story at Wall Street Journal »

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