A myriad of reports into the financial impact of online ad fraud are available to almost anyone who researches the subject on the web, with a more drastic scenario claiming it will cost advertisers up to $50bn a year by 2025.


Rich Kahn, chief executive officer of eZanga and the ad fraud solution, Anura.io, believes that one of the key reasons for this is that most anti-fraud solutions focus on arbitrary metrics to identify what is, and is not fraudulent, viewable, non-human traffic.


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