Clarifying Viewability & Fraud: Video Ad Fraud Is Not As Bad As You Think: comScore’s Chasin | Beet.TV
Over the last year, video ad measurement firms have started reporting around 40% or 50% of video ad impressions may not really be viewed by consumers, instead invoked by fraudulent publishers looking to sell inventory. But comScore’s chief research officer Josh Chasin says the problem is over-blown.
“You’ll see headlines, ‘X% of all video inventory is fraudulent’,” Chasin tells Beet.TV. “Oftentimes, that is inflated because of how the company in question tracks video fraud