Ad fraud is the industry 's biggest issue for both publishers and marketers , according to studies by Infectious Media . The uk - based company estimates that 43 % of publishers are concerned by ad fraud , 26 % by brand safety , 21 % by viewability , 17 % by transparency and 17 % by geocompliance . A total of 44 % of publishers see ad fraud as their greatest problem , followed by transparency ( 19 % ) , brand safety ( 18 % ) , transparency ( 15 % ) and geocompliance ( 4 % ) .
Ad fraud is the industry's biggest issue for both publishers and marketers, according to studies by Infectious Media. The UK-based company found that 33% of marketers are concerned by ad fraud, 26% by brand safety, 21% by viewability, 17% by transparency and 3% by geocompliance. A total of 44% of publishers see ad fraud as their greatest problem, followed by transparency (19%), brand safety (18%), viewability (15%) and geocompliance (4%).