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Chief Scientist, Dstillery
Before joining programmatic advertising and audience targeting firm Dstillery as chief scientist, Claudia Perlich focused on machine learning at IBM Watson. That highly analytical and data-driven experience has proven valuable in helping Dstillery combat fraud. Perlich spoke with eMarketer’s Lauren Fisher about the types of fraud pervading the advertising space, and why ultimately attributing all the way down to a sale will be key to avoiding it.
eMarketer: What types of fraudulent activity are you seeing?
Claudia Perlich: There are still a lot of bots posing as people in the programmatic environment that marketers should be keenly aware of. We have seen a lot of improvements on measurement with companies like Integral Ad Science and White Ops measuring what they call “blatant traffic fraud” that’s being committed by bots, not humans.
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