“Due to the current environment, we’re increasing the marketing budget by 20%,” said no one, ever. For most businesses today the opposite is true: while digital acquisition and engagement have never been more important, marketers are being asked to do more with less, all while facing new constraints due to regulation. Marketing fraud, where bad actors use bots to simulate authentic digital engagement, is wasting marketers’ investments across all digital tactics, from paid search to retargeting. Yet in an environment where data governance is paramount and businesses face penalties for customer data mismanagement, there’s much more at stake. Join us as Anurag Patnaik of WhiteOps shares the scope and magnitude of marketing fraud’s impact on digital business, including lead generation, and tools and tips you can use to stop it.
