Ad fraud is a type of scam in which the perpetrator fools advertisers into paying for something that is worthless to them, such as fake traffic, fake leads or misrepresented and ineffective ad placement. For example, a website can use bots to automatically refresh its pages that no one will actually see in order to register a high number of page views, drive revenue and appear more attractive as an inventory source on ad exchanges. This is common for internet advertising, since many ad industry leaders believe more than half (50%) of online ads are consumed by bots rather than by real people and living human beings. Ad fraud using bots does not happen in out-of-home (OOH) and the outdoor billboard advertising industry.
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