Dive Brief:

• The Association of National Advertisers is spearheading an initiative with 30 well-known marketers to help fight ad fraud. 
• Ad fraud-detection firm WhiteOps has been hired to perform a study that will follow the marketing campaigns of the 30 participants for one month to identify the level of fraud happening across different mediums. 
• ANA declined to identify the marketers involved in the study, but some of the ANA's members include Procter & Gamble, Johnson & Johnson, and General Motors. 

Dive Insight: 

Certainly, ad fraud is a serious problem and one that the industry doesn't fully understand. Conducting a study like this could shine some light on the specific problem areas. Hopefully it will lead to some constructive and realistic solutions.