For over two decades one person has been at the forefront of fighting scams online: and it’s earned him a reputation as one of the most ethical marketing executives in the industry — and made him a target for crooks around the world.
When Marc Pritchard, chief brand officer of Procter & Gamble, made the comments that the digital supply chaim is just a scam, in a landmark speech to the US internet industry in January 2017, Pace Lattin understood exactly what he meant.
Juper Research has warned that marketing fraud will cost advertisers an estimated $19 billion and rising in 2018, close to 10 per cent of global digital ad expenditure.
He’s also exposed the growing influencer fraud, a trend has exploded in recent years, to the point where the digital landscape is reeling from all that fake follower activity. To put the scope of the problem into perspective, up to 20% of mid-level influencers’ followers are likely fraudulent, according to a Points North Group study.
For example, a New York Times investigation recently revealed that 15% of Twitter users were likely automated accounts designed to simulate real people. Twitter responded by embarking on the “great purge of 2018,” shedding millions of locked accounts, which carried a higher likelihood of being fake. According to several sources, including Variety, Twitter’s purge resulted in significant follower count drops for some of the platform’s most powerful influencers – including an estimated 7.5 million from its @Twitter account.