According to GroupM 's founder , Technical Operations , Timothy Whitfield , there is a new form of online fraud in the industry called ' ghost sites ' . Ghost sites create a page that has the look and feel of real content , they are able to mimic the tech filters from the traditional ad fraud tech vendors . Whitfield said , “ they are the next generation fraud sites - but they are not better or worse than the previous generation - they just require a new set of signals to detect them . ” These sites are so new that tech vendors have not had a chance to updated their software . The ghost sites are hard to detect as they appear as clean , have good viewability and high levels of brand safety .
According to GroupM's Director, Technical Operations, Timothy Whitfield, there is a new form of ad fraud in the industry called 'ghost sites'. Ghost sites create a page that has the look and feel of real content, they are designed to bypass the tech filters from the traditional ad fraud tech vendors. Whitfield said, “they are the next generation fraud sites - but they are not better or worse than the previous generation - they just require a new set of signals to detect them.” These sites are so new that tech vendors have not had a chance to updated their software. The ghost sites are hard to detect as they appear as clean, have good viewability and high levels of brand safety.