Imitation game: ID fraud in mobile advertising

From device-ID resets to click injection to app spoofing, marketers are playing catchup when it comes to understanding and fighting mobile ad fraud. Sometimes they're also complicit in enabling it.

A little over a year ago, Lauren Fisher, an eMarketer analyst and author of the report US Ad Fraud 2017 Buyers and Sellers Fall Prey to More Sophisticated Formsconsidered mobile a relatively “clean space” when it came to fraud.

Times have changed. Speaking on a podcast in May this year, Fisher acknowledged that her assumption had been overly optimistic, partly because of the difficulty in measuring mobile advertising back then.

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