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Co-Founder and President, White Ops
White Ops may have forecast a downswing in the number of dollars US advertisers will lose to fraud in 2017, but make no mistake: The war on fraud is far from over. eMarketer’s Lauren Fisher spoke with Michael Tiffany, the ad verification and fraud prevention firm’s co-founder and president, about the prime ad fraud targets for 2018—mobile apps and influencer marketing.
eMarketer: What happened in regard to ad fraud in 2017?
Michael Tiffany: [This year] was the first year we projected an actual decline in spending lost to fraud. When you dig into that, one of the underlying fibers is that the cost of perpetrating ad fraud has gone up, so the market price for fraudulent traffic has increased.
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