GroupM's plan to get ahead of ad fraud in China

By bringing key advertisers, publishers, third-party measurement vendors and industry self-regulators together, GroupM China is showing impatience with broader industry reform and wants to be seen as a leader on fighting fake traffic.

Patrick Xu

When Procter Gamble’s Marc Pritchard took a swipe at the media supply chain during the IAB annual leadership meeting earlier this year, he brought home the urgency for a collective effort by the industry to address the transparency issue.

Pritchard’s clarion call resonated across global markets and has been paid close attention in China. It is globally the second largest internet advertising market after the US by revenue and yet is still fraught with invalid...

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