PALM SPRINGS, CA –  Fraud around viewable advertising was one of the biggest issues discussed at the recent IAB leadership meeting.

In this interview with Beet.TV, Frank Voris, CEO of VivaKi, says that there is widespread fraud and the industry has to take action.  Among the bad players are (unnamed) venture-backed companies who drive false views to build their own valuation.  He calls this practice “unsustainable.”

VivaKi is taking a number of steps, including it’s “VivaKi Verified” product the use of Vindico’s Adtricity product to assure its ads appear on verified publisher sites.