CANNES, France — It seems like it was only a few months ago that the topic of video ad fraud cast a long shadow on the digital advertising sector. Now everyone is running around trying to eliminate the dark arts.

And one tech vendor says those arts could already be extinguished before 2014 is done.

“You can never over-hype ad fraud – 20% to 30% of the ads in the world are served fraudulently, including in display,” according to video ad tech firm BrightRoll‘s CEO Tod Sacerdoti.

“When a customer buys a ad from a vendor in this category, there should be a level of trust where they’re getting what they pay for.

“We haven’t solved it 100% as an industry, but we’ve made massive strides in last six months. I’m pretty optimistic about it being eradicated this year.”

Sacerdoti spoke with Beet.TV during the Cannes Lions International Festival of Creativity. Please find more coverage of the festival here.