“Don’t panic!” That is Internet Advertising Bureau US‘ research, analytics and measurement SVP Sherrill Mane‘s advice to an advertising industry growing alarmed by the rise of apparent fraudulent viewing of their ad buys.

“The distinction between (‘fraud’ and ‘viewability’ is not being made correctly,” Mane tells Beet.TV. “The danger to the reputation of the industry as a whole is massive when this level of confusion and noise is maintained.

“We have to stop pushing the ‘panic’ button and talking about wildly disparate numbers of how many impressions are fraudulent. Everyone’s panicking and no-one’s putting proper science around what is fraud, how do you detect it, how do you eradicate it.”

We spoke with Mane at the Beet.TV Video Ad Fraud Leadership Summit where she was a panelist, interviewed by Matt Prohaska of Prohaska Consulting.