Advertising fraud has grown up as one of several scourges that ad buyers are now worrying themselves with in the digital age. But ad fraud detection technologies mean that advertisers have every right to expect the ads they bought are really viewed by real people, says one exec.
Moat CEO Jonah Goodhart tells Beet.TV, in this video interview, that “viewability is a baseline”.
“There are folks profiting for so-called ad fraud … the reality is, we’ve set up a industry that has a tremendous amount of money flowing through it … so there’s an appetite for bad actors to come in and take a chunk of that,” he says.
“The rest of us … have to be diligent, we have to say ‘We’re not going to allow that to happen’.
“We’ll never have an industry where there’ll be zero fraud – in credit cards and no other industry does that exist. But we can do our part to make the market a little bit better.”
This year, Moat’s ad fraud detection tools began helping both Facebook and Twitter root out fake ad views.