Fake Traffic Is Causing a Crisis for Advertisers | Adweek
▻http://www.adweek.com/news/technology/amount-questionable-online-traffic-will-blow-your-mind-153083?page=1
fake traffic is essentially systemic to online advertising—it’s part of how the business works. And a slew of top companies are involved in this—whether wittingly or not. “You see it with almost any partner you work with,” as Alan Silverberg, media platforms director at Moxie Interactive, puts it. “From AOL and Yahoo to Facebook, from pure-play partners and the network space to portals. We can’t stop it,” he says, referring to the preponderance of questionable traffic. Though for many publishers, it may be a question of whether they can’t stop it, or won’t. Adds Buescher: “It’s the whole business. We see this even with direct-to-publisher deals. It’s really the media planners’ fault. But when you start seeing partners breaking contracts ... no one has time to monitor 3,500 sites when they are just cranking, cranking, cranking out plans.”