mFilterIt: AI Ad Fraud Costs Marketers 12% of Budget

• AI-driven ad fraud is accelerating, causing an estimated 12% leakage of marketing budgets, as AI mimics real user behavior and evades traditional verification.
• The mFilterIt report highlights that reliance on outdated metrics like viewability and clicks distorts optimization efforts, leading to significant financial losses for brands.
• A deeper audit revealed 30-45% of "valid" programmatic traffic failed secondary checks, with 43% of invalid traffic originating from affiliate networks.
• Fraud persists in premium ecosystems, compromising brand safety tools and distorting performance metrics, as viewable impressions are often served to bots.
• mFilterIt recommends full-funnel validation, multi-signal intelligence, and independent oversight to counter evolving threats and ensure trustworthy digital advertising.

Why It Matters: AI ad fraud costs marketers 12% of budgets, demanding better validation.