As someone who is working on an attribution platform, I'm always amazed at how few marketers use real performance measuring tools (like attribution modeling).

As someone who is working on an attribution platform, I'm always amazed at how few marketers use real performance measuring tools (like attribution modeling). Fraud should be irrelevant (well, a network problem) if you're measuring against your actual returns. It's the immaturity of the industry (brands especially) that allow fraud to be rampant and sometimes network-sponsored.