Unilever's Keith Weed urges industry to tackle ad fraud

Keith Weed, chief marketing and communications officer at Unilever, has warned that the industry should be concerned over ad fraud.

Speaking to Campaign as part of the documentary series The Trust Crisis: Marketing’s Biggest Challenge, Weed points to estimates that the ad industry could lose $7-10 billion in 2016 because of ad fraud. He warns:  "With that level of fraud we’ve got to be concerned." Referring to the Association of National Advertisers’ report into fraud in digital advertising, he noted that a number of big companies have a high level of ad fraud. (0:7 in the above video)

Michael Tiffany, CEO of White Ops, believes ad fraud is an amazing monetisation engine for compromising ordinary consumers. He argues that it is the "world’s most sophisticated cyber crime" with both agencies and marketers falling victim, and even the most sophisticated media agencies struggling to identify it.

Elsewhere in the documentary, Johnny Hornby, CEO of The & Partnership, warns that this fraudulent advertising is breaking down not only the trust between clients and agencies but also with the end consumer. (2:54) 

Watch the full documentary below.

More in this series:

Martin Sorrell takes issue with industry’s ‘trust crisis’

Cindy Gallop says clients must ‘completely rethink’ agency relationships