AI and machine learning will throw bigger punches at ad fraud

In a poll conducted by Integral Ad Science (IAS) 69.0% of agency executives said that ad fraud was the biggest hindrance to ad budget growth, compared with more than half (52.6%) of brand professionals who said the same. How much is ad fraud costing advertisers? Nobody knows, but with estimates ranging from $6.5 billion to $19 billion, there's a lot at stake. Marketers are becoming more assertive in their demands for better fraud prevention measures and they are seeking to increase their knowledge of different fraud types – from bots to unauthorised domain reselling – and wider technology adoptions to drive their Marketing strategies overall. Ad tech providers will need to adapt their technology and techniques to meet this demand.