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The issue of fraudulent and non-human traffic (NHT) has the online advertising industry reeling, and with good reason: If an ad isn’t reaching a real person, that’s a real problem.
As the issue of NHT grows, it infects all performance and effectiveness metrics that media buyers and sellers use to evaluate their success. However, advanced NHT measurement can help both sides of the table to get reliable numbers they can confidently act on.
In this presentation, Timur Yarnall, Comscore SVP of Corporate Development, shared key learnings about NHT, including: