The use of the "fraud" here is curious, as I don't think it's what's most advertisers would use. "Waste" would be a better word. Fraud generally indicates a b

The use of the "fraud" here is curious, as I don't think it's what's most advertisers would use. "Waste" would be a better word. Fraud generally indicates a bad actor or something the advertiser was unaware of. Claiming to run my ads on the New York Times and instead running them small blogs would fraud. On the other hand, if I chose to run my ads for wedding dresses on ESPN.com, they would be very effective (they'd have a lot of waste), but that's not really fraud. I made a bad decision. I read the Uber comments as 2/3rds of their spend was waste, not fraud. That still seems a surprisingly high number, although I wonder how much of it was upper- or mid-funnel, which is notoriously harder to measure.