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InContext / An inside look at the business of digital content

What You Need to Know About the Ad Industry’s Fight Against Fraud

December 12, 2014 | By DCN

On Tuesday, the Association of National Advertisers (ANA) and ad-fraud-detection company White Ops, Inc. released the results of their two-month analysis of billions of ad impressions on 36 sites. Research like this is both ambitious and important, and we applaud the effort. Unfortunately, discussions such as these lend themselves to salacious headlines and data analysis can be challenging (and often misinterpreted or even misrepresented, out of context). Our CEO Jason Kint took offense at one such misleading article and we encourage you to read his comments, which were published on Re/code this week.

We were also pleased to see that one of our member companies, AOL, also quickly stepped into the fray to help shine a light on this issue as well as what they are doing to tackle the issue of ad fraud.

At AOL, combating bot fraud is a top priority. We have several teams that are 100% dedicated to the effort, and we will continue to make significant investments to lead the industry in this battle. Our focus is on creating and integrating the best technologies–both proprietary and best-of-breed through 3rd party partnerships (including the Integral Ad Science, Forensiq, DoubleVerify, MOAT, and more)–that stay ahead of organized criminals. What works today may not necessarily work tomorrow and we cannot let our guard down for even a moment. The fight against bot fraud must remain a multilateral effort 24-7, 365.

AOL goes on to discuss its own efforts and to provide resources for those who seek to battle ad fraud, and inform themselves about the issue. Read the AOL article here.

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