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" ... A key lesson to learn here is the difference between declared data and detected data, and vast opportunity for fraud created by the pervasive use of declared data in programmatic ad tech. Too few understand this distinction — “declared” vs “detected” — let alone are on the lookout for it. Beyond the locations of users, fraudsters can simply declare the domain/website that an ad was going to appear on. This is called domain spoofing. A fake site, or no site at all, could simply declare it was a mainstream site to disguise themselves. This is done all the time because fakesite123.com would not get any bids; but they will get bids when they declare a mainstream domain in the bid request (even though they put their own sellerID, so they can get paid later). This technique was so successful (and ongoing) that it has even tricked two so-called fraud detection companies into thinking there were bots on mainstream sites, when there were not bots and no ads at all, just faked bid requests with declared domains (sports websites) and non-existent webages (404 errors). ... "