Attacking inhuman traffic to fight ad fraud in China

Treasure trove of data provides key to stem the tide of invalid traffic in China's ad industry.

(L-R) Calvin Chan, Roy Zuo, Jane Liang and Stephen Caffrey at a panel discussion held at GMIC.

Invalid traffic IVT, or non-human traffic, has been one of the insidious problems standing against efforts to fight ad fraud in China.

How extensive is the problem A white paper released by third-party verification agency AdMaster in March said that IVT accounted for 30.2 percent of all advertising traffic in China, with fraudulent traffic spiking from 22.3 percent of traffic in October to 38.7 percent in December.

IVT recorded in 2016, from Jan to Dec.

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