According to Joshua Lowcock the real threat facing the advertising industry isn't deliberate ad fraud, but unverifiable low-quality audience data.
If the industry put more effort into verifying identity and audience data, not only would ad fraud be less of a problem, but digital overall would achieve a better ROI.
What many don’t realize is that nonhuman traffic is based on building fake identities full of false data profiles. The false data profiles are not adequately reviewed or valued against real and quality data profiles.
Qualified audience data, then, becomes critical...
The real issue is that the industry doesn’t validate identity and data because it hasn’t evolved to defining buying audiences beyond simple demographic terms, such as “F 25-54” for a beauty intender.
Are new tools that provide more granular, verified, audience segments the future?