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How to tackle marketing fraud
When the world’s biggest advertiser warned the digital media supply chain is “murky at best, fraudulent at worst”, it rang alarm bells in boardrooms and marketing departments around the globe. Marc Pritchard, a chief brand officer of Procter & Gamble, made the comments in a landmark speech to the US internet industry in January 2017 and, nearly two years later, fears about marketing fraud have only increased, even if awareness of the problem has also risen. It should be in the interests of all the players in the media supply chain advertisers, their agencies and other intermediaries, internet platforms and publishers, regulators and law enforcement to clean up the digital ecosystem. But it is hard to keep up with criminals who exploit the global nature of the internet and are always seeking to stay one step ahead of the law, particularly as technology continues to evolve rapidly and constant vigilance is required.
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