Claudia Perlich, chief scientist for audience targeting firm Dstillery, says entities whose sole purpose it is to pursue fraud are good at faking almost any metric that marketers use to allocate
money. Perlich tells eMarketer Senior Analyst Lauren Fisher that she's wary of "jumping on viewability as a solution to bot traffic, because that is and will be gamed just as much as any other
metric."
Read the whole story at eMarketer »
