Click fraud: a bane of contention in the digital ad ecosystem

Forensic Diaries: A Forensic & Integrity Services Blog

An influx of emerging technologies such as analytics, automation and artificial intelligence (including chatbots) has altered advertisers’ strategy. Digital mediums have surpassed traditional ones, forming a significant chunk of advertising budgets. As per an EY report, Reimaging India’s M&E sector, advertisers in India have shifted spends to digital, that contributes to 17% to the total advertising budget in 2017. This is expected to grow to 22% by 2020. While these numbers present opportunities for the advertisers, they attract fraudsters as well.

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