While total projected fraud losses have gone down year over year, there is still anywhere from $6.5 billion to $16.4 billion globally — estimates vary widely — that will be lost to ad fraud in 2017.

And that’s just fraud. Viewability represents further wasted ad dollars when real people may view a page that hosts an ad, but not actually see the full ad.

Marc Pritchard, CEO of P&G believes there is “at least 20 to 30 percent of waste in the media supply chain because of lack of viewability, nontransparent contracts, nontransparent measurement of inputs, fraud and now even ads showing up in unsafe places.”

In this eBook, we assess the current state of ad fraud, and share a few best practices to help advertisers avoid losing precious advertising dollars to deceptive practices.