GLOSSARY

Deliberate activity that generates invalid advertising impressions, clicks, conversions or other events for financial or competitive gain.

It affects media efficiency, measurement confidence, reach and brand risk, so it informs budget allocation and campaign governance.

A cross-functional team applies Ad Fraud in a production initiative, defines ownership and success criteria, tests representative scenarios, monitors outcomes and records corrective actions before scaling.

Platform definitions, identifiers, attribution and privacy controls vary, so figures may not be comparable and reported performance may not establish causality.

Deliberate activity that generates invalid advertising impressions, clicks, conversions or other events for financial or competitive gain. In operation, this concept depends on defined inventory, auction or delivery rules, identifiers, attribution windows, consent, quality controls and platform reporting. Teams should document the measurement system and distinguish platform-reported results from independently verified business outcomes.