Mobile ad fraud: what billion clicks on ad networks reveal

And ultimately, fixing fraud is in ad networks’ best interest. Ad networks’ very life depends on trust from agents: lose that, and marketers stop making an investment. When they stop investing, ad networks starve. So the networks have a vested attention in stopping fraud.

This is not just a long run existential issue; it’s a regular industrial achievement issue. After all, when retailers learn that they’ve been cheated, they often claw back tens or hundreds of thousands of dollars of spend. Ad networks commonly have little choice but to refund or replace the fraudulent ad deliveries — and eat the loss.