He cited industry estimates that an average of 29 per cent of traffic on a website comes from bots and that advertisers are spending between $6 billion and $10 billion a year on fake views of ads that are never seen. Unilever's CMO, Keith Weed, has warned the industry needs to tackle online fraud and issues surrounding ad viewability as a matter of urgency. Weed said that while there are some measures in place for tackling fraud, such as using machine learning algorithms to spot fake ads, it is not enough. Ad fraud and viewability issues have been downplayed in the industry to date, but it seems as if the tide is starting to turn with the $27bn worth of media accounts currently under review and Unilever, one of the world's largest advertisers speaking out against the problems.
Unilever's CMO, Keith Weed, has warned the industry needs to tackle online fraud and issues surrounding ad viewability as a matter of urgency. Weed said that while there are some measures in place for tackling fraud, such as using machine learning algorithms to spot fake ads, it is not enough. Ad fraud and viewability issues have been downplayed in the industry to date, but it seems as if the tide is starting to turn with the $27bn worth of media accounts currently under review and Unilever, one of the world's largest advertisers speaking out against the problems.