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" ... Advertisers assumed that because humans were using mobile devices, they could target ads to them based on their geolocations. So they paid more for the extra targeting. Fraudsters quickly figured out that if they just added lat-long parameters into bid requests, they could earn more money. Those locations didn’t have to be accurate; and they didn’t even need to be real. Advertisers never asked anyway; they just paid more for bid requests that contained location information. ... "
" ... Everything else can be thought of as techniques to 1) amplify quantity, 2) earn higher prices, or 3) cover their tracks. For example, generating larger quantities of ad impressions can be done by reloading webpages, refreshing ad slots, stuffing ads in hidden iframes, using bots from data centers, or using mobile apps that load ads continuously in the background or load webpages that contain ads. Getting paid higher CPMs for ad impressions can be accomplished by pretending to be mainstream sites (domain spoofing), pretending to be iOS devices (advertisers think iOS users are more affluent), passing fake geolocations (advertisers bid higher for ads that have location info), or pretending to be high value audiences like doctors (which pharma companies pay extra to target) or disguising data center traffic (residential proxies), and tricking measurement technology into marking the traffic as valid and viewable when it is actually non-human and non-viewable. Click farms (low wage humans clicking on real devices), click jacking, click injection, and click flooding (hijacking clicks or tricking last-click attribution systems into giving credit to the wrong party) are all in service of CPC fraud. ... "