AUSTIN — As much as 40% of digital video campaigns can be originating from non-human or fake traffic, says Anne Hunter, Senior VP Marketing at comScore, in this interview with Beet.TV. The problem has intensified with the growth of digital video advertising.

“Because marketers are moving their budgets to digital, there is an incentive for bad players to create bad ads,” Hunter says in this interview. While much of the fraudulent traffic originates from second-tier and less transparent sites, it is still a cause for concern. Hunter, as well as many others, wants to see industry associations continue to take a stand on the need for verified, human traffic in their metrics. Organizations like the IAB and 4As have been vocal about the importance of viewability.

“We want to make sure the reach and frequency is of humans. We are seeing non-human traffic get into digital measurements and you have to deliver a GRP that is a human GRP,” she says. Hunter also discussed the shift to mobile video and video viewing on alternative devices, both of which underscore the need for accurate measurement.

Hunter was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology.  Please find more coverage from the conference here.