Pointing to efforts to tackle ad fraud from the likes of US-based industry body The Trustworthy Accountability Group (TAG) and the Joint Industry Committee for Web Standards (JICWEBS), he said Google and Facebook need to "step up to the plate" and "fully engage" with industry initiatives. Advertising fraud could cost the industry $16.4bn this year, according to a report by The&Partnership and m/Six. The study found that the cost of bot fraud may have been as high as $12.5bn last year, or about 20% of the $66bn spent on digital advertising across the world. Market research firm eMarketer has predicted that digital ad expenditure could total $80bn this year. “Fraud is one of our biggest challenges in the industry,” said David Smith, chief executive officer at The&Partnership.
Advertising fraud could cost the industry $16.4bn this year, according to a report by The&Partnership and m/Six. The study found that the cost of bot fraud may have been as high as $12.5bn last year, or about 20% of the $66bn spent on digital advertising across the world. Market research firm eMarketer has predicted that digital ad expenditure could total $80bn this year. “Fraud is one of our biggest challenges in the industry,” said David Smith, chief executive officer at The&Partnership.