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How to tackle marketing fraud


By Gideon Spanier


When the world’s biggest advertiser warned the digital media supply chain is “murky at best, fraudulent at worst”, it rang alarm bells in boardrooms and marketing departments around the globe.


Marc Pritchard, chief brand officer of Procter & Gamble, made the comments in a landmark speech to the US internet industry in January 2017 and, nearly two years later, fears about marketing fraud have only increased, even if awareness of the problem has also risen.


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