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Ad chiefs fear $50bn online fraud

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Ad chiefs fear $50bn online fraud

Advertisers are worried about whether real humans are clicking on their ads, data privacy experts are alarmed about digital profiles being built of the UK population, Google is concerned about robots and AI getting out of control.

Marketers could waste more than $50bn a year by 2025 on digital advertising that is never seen because of “endemic” fraud in the industry, the World Federation of Advertisers has warned. The trade body, whose members spend $700bn annually, issued the warning in a guidance document to help brands protect their digital ad budgets from criminals.

As advertisers have shifted spending online, fraudsters have found ways to fake the online behaviour of a human being to give the impression they have visited a website and seen or clicked on an ad. Advertisers pay for these ‘views’ even though they are not seen by the real people they are intended to reach.

Stephan Loerke, chief executive of the WFA, said there has been “a degree of complacency” among advertisers in recent years as they poured money into digital campaigns.“Ad fraud is endemic and it has to stop,” he said. “If brand owners don’t take action, we can’t expect others to do so on our behalf.”

Fadell leaves Nest Tony Fadell, the most prominent Alphabet executive beyond its core Google search business, has been replaced as head of the Nest “smart home” division after signs that it has failed to live up to early hopes. Mr Fadell, who is one of the people credited with inventing the iPod while at Apple, said in a blog post on Friday that his departure was “bittersweet”.

UK speeds personal data search Millions of personal private records are to be moved to a central searchable UK Home Office data system that will greatly increase the ability of police, security services and other government agencies to build a digital profile of the population. The merging of large Home Office datasets — which could include passport records, police records, border data and car number plate recognition information — will speed up search times significantly and cut costs. But it will also give the government the capability to build up a picture of personal behaviour by running automated algorithms on bulk data sets.

In Line for IPO Line has not shelved its ambitions to become the world’s leading internet company, and plans to conquer Asia first, reports Kana Inagaki from Tokyo, as the messaging app prepares for a $3bn dual listing next month in Tokyo and New York.

 

ft.com

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