Though Facebook has only recently come under fire for fake user profiles on its platform, the problem of fake profile data has long plagued programmatic media trading.
Lotame, for example, recently purged more than 400 million user profiles after identifying them as bots. The problem is so profound in programmatic that some research has even shown that targeting users at random was just as effective as targeting using third-party data segments.
But data fraud is just as big of a problem for publishers as it is for advertisers. Today, the value of publisher audiences in bidding algorithms is increasingly defined by data, and bad data potentially is driving down the price of their inventory.