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Digital advertising is now a $50 billion dollar industry, and it continues to grow, but many firms are cautious about how much more money they will put in digital advertising. This caution is because of the growing fraudulent digital advertising industry. Typically, marketers pay for ads when users visit a web site, whether or not the user is a human. The frauds create web sites and then create computer generated programs to visit those sites to make it seem as if people are actually visiting the web site. According to the article, about 36% of all web traffic is fake.
Quentin George, a co-founder of ad-technology firm Unboud, says that there should be more money in digital advertising considering how much time people spend on the internet, but issues like fraud limit firm's confidence in the effectiveness of digital advertising. Marketers are responding to the issue for fraud by actively monitoring for fraud, and by demanding a refund if fraudulent digital advertising is found. Another option is some marketers are now only paying the website when there is clear evidence that the user has signed up for their product. The article notes many of many of the "fraudsters" are from eastern Europe. If the eastern European fraudsters are stealing money from what are mostly western firms, do the marketers or security services have any incentive to catch and punish the fraudsters, or should they be more focused on finding new ways to charge marketers that will prevent fraudsters from abusing the system?