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Tom Denford and David Indo from ID Comms: how to tackle ad fraud

On this week’s #MediaSnack Tom and David stare into the gigantic dark abyss that is ad fraud. So often quoted in surveys as the thing that worries marketers the most, it remains a mystery and takes many guises, more than 30 forms have been identified so far.

Some companies, most notably P&G, have made their unhappiness with ad fraud very clear and very public. Others have taken more conservative and private approaches. More recently, taxi app Uber filed a claim against their mobile agency Fetch for losses they claim were caused by ad fraud.

If that goes to trial, it will test in court, in a very public way and based on evidence, the true accountability of ad fraud. In some ways, this represents all advertisers versus all agencies. It will be the jury that gets to review the evidence and decide if it is the advertiser or the agency who is responsible for the undeniable impact of fraudulent traffic and results.

Tom and David offer their perspective, looking at the three main parties; the marketer, the agency/vendor and the publisher and share what specifically we think they should be doing to help combat the threat and impact of ad fraud.

On this week’s Good Week Bad Week, they celebrate the appointment of Annette King as CEO of Publicis Groupe UK, having made a rare move from WPP to their French rivals.

It’s been a bad week for Verizon’s Oath which, after shelling out billions to pull together its collection of tarnished media assets such as Yahoo!, Tumblr and Tech Crunch, launched a brand campaign aimed at advertisers, which many thought was a spoof ad.

It is so painfully cringeworthy, it may do more harm than good. In fact, it resembles an (earlier) spoof ad so closely that it seems that Oath may have inadvertently created a spoof of a spoof ad. Perhaps it’s the coolest thing ever made and we are wrong…

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