ANA: Fraudulent Sourced Traffic A Mounting Concern for Advertisers | Marketing Dive

The Association of National Advertisers (ANA) conducted research that uncovered around two-thirds (61%) of digital advertisers were not aware, or at best, were slightly familiar with sourced traffic. Sourced traffic is any method by digital media sellers to get visitors via third-parties, and the tactic is commonly used to reach audience guarantees for digital ad campaigns. The key issue from sourced traffic, according the ANA, is the lack of transparency as well as the opportunity for ad fraud.

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