The & Partnership to investigate ad fraud

Johnny Hornby
Johnny Hornby

The & Partnership is holding an investigation into the scale and impact of ad fraud, amid concerns that the problem could be more serious than reported.

The WPP-backed micro-network has launched the probe alongside Adloox, a content verification specialist.

Adloox believes that the adspend wasted globally each year on fraudulent websites and views may be up to 50 per cent higher than the $7.2 billion (£5.02 billion) figure suggested by the US Association of National Advertisers in its 2014 report.

After researching the scale of the problem, The & Partnership and Adloox aim to publish their results and recommendations for fixing it by June.

Adloox’s fraud forensics team specialises in pre-bid content verification.

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