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Thomas Claiburn's The cybercriminal's cash cow and the marketer's machine: Inside the mad sad bad web ad world is a good overview of the problem of ad fraud:
"Digital ad fraud can mean many different things. It can involve fake websites, fake online traffic, fake ads, fake ad agencies, fake audiences, fake ad bidding, fake accounts, fake devices, fake apps, and fake data.
It's not just click fraud – bots clicking on ads or loading display ads to get paid. It may involve installation fraud, by which physical or virtual devices download and install apps, cycling through fake device identifiers to collect the installation payment from the app publisher. Or it may involve showing ads that paid to reach a high-value audience to a low-value audience."
Jun 30, 2018, 11:00:55 AM
Posted to Web Advertising and the Shark, revisited (and updated)