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" ... Even IP addresses are not “clear-cut fraud or not” indicators. A data center IP address may not be bot fraud, if a real human user is using a VPN and thus appears to be coming from a data center IP address. A residential IP address may not be valid, if malware or fraudulent apps were generating ad impressions from one or more devices within that household. This is why the block lists of IP addresses that industry trade associations tout as “member benefits” are completely and utterly useless. First off, comparing the IP addresses of every single bid request against a blocklist of 100 million IP addresses is a tremendous waste of computing resources. Second, it’s not clear if an IP address is good or bad, per the above. And third, bad guys are no longer using ANY of those 100 million IP addresses anyway. The moment those IP addresses got blocked, and they could no longer make money, the fraudsters swapped them out for new ones. Thinking that the use of any IP address block lists will reduce fraud is why marketers continue to be ripped off by bad guys; and their own trade association has been helping the bad guys, not you the marketer. ... "
" ... Often, brands "blocklist," writing off a specific politically charged phrase or piece of content, playing it ultra-safe to avoid being associated with brand-unsafe material. However, this also quickly leads to missed opportunities. A brand that aims to avoid any association with the current protest movement misses out on the opportunity to be placed next to brand-safe content promoting social justice and voter registration — or even to be in the proximity of any news at all. The key to threading this needle is a sophisticated approach to targeting that is able to parse the difference between safe and unsafe content, sometimes even using the same keyword. ... "