By Justin Pearse | Managing Director, The Drum Works

September 15, 2016 | 2 min read

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The Drum interviewed Scott Knoll. chief executive and president, Integral Ad Science at Dmexco for an update on the latest developments in online ad fraud and viewability, two of the biggest issues facing the online ad industry.



In the second of a two-part interview, Knoll dives into the state of ad fraud.

While accepting that the fight against ad fraud is an arm’s race that is not set to wind up any time soon, he stressed that with the right technology, it should only be a stumbling block not a deterrent for brands online.

In the interview, he described how the most effective approach to combating ad fraud is to defend against individual fraudsters by examining each individual impression while simultaneously using big data analysis to find “gangs of thieves”.

Knoll also explores the global stage of both viewability and ad fraud and finds reassuring similarities in awareness and action on both.

Digital Transformation DMEXCO News

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Integral Ad Science

Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit

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