Online ad fraud isn't going away, and advertisers themselves may be part of the problem - Business Insider

Ad fraud won't go away, the influencer metrics that matter, and agencies announce diversity steps. , and its existence shows 130 million things wrong with the digital ad industry. Well, maybe I exaggerate. But that's the amount that Hydra, as it's called, is estimated to be costing advertisers.defrauding marketers whose ads never get seen by actual humans.

The online ad industry never seems to be rid of fraud. A few reasons experts tell me this is the case: It's where the money is . As much as ad companies throw resources at the problem, fraudsters keep one-upping them. The total amounts of fraud operations sound impressive, but its impact on individual advertisers is easier to ignore.

It's hard to get online ad companies to do the coordination needed to take down fraudsters. While other industries like banking have established threat-sharing systems, online ad companies aren't crazy about revealing vulnerabilities to competitors.

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