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Thus, instead of being shown on particular websites that can be visited by anyone, ads can be displayed on any website connected to the programmatic ecosystem and shown to users who are potentially interested in the promoted product or service. However, most DSPs are equipped with traffic verification and other features.
According to the IAB ad fraud definition , ad fraud (also referred to as invalid traffic (IVT), is the fraudulent representation of online advertising impressions, clicks, conversions, or data events, to generate revenue. Wasted budgets – Companies spend money on ads that are never seen by real users.
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