Ad Execs Assume Large Shares Of Ad Fraud, Even If They Can't Measure It

Less than half (48%) of ad execs say they currently have the ability to accurately measure digital ad fraud and/or non-human traffic, but almost all of them believe it is eating into significant shares of their ad budgets.

On average, ad execs say 12.6% of their digital ad budgets are going to fraudulent forms of advertising, according to findings of a study conducted by Advertiser Perceptions earlier this year.

"The State of Advertising Measurement 2019" is based on interviews with 153 ad executives conducted in January and February.

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