The measurement of quality of clicks on ad campaigns is still on the backburner. Therefore, the quality of clicks is currently going unmeasured. This is causing significant ad budget to remain unoptimized or wasted across the industry. 
The current impression-centric approach to traffic validation leaves out many click and post-click parameters indicating poor quality traffic. Clicks are measured on trusted advertiser domain vs impression tracking on publisher domain. PPC campaign formats are not within scope &amp; this makes the poor-quality clicks go undetected. Walled Gardens don’t allow impression-level tracking: a major chunk of ad spends are not evaluated. 
Click Fraud affects both Web and App Inventory. Therefore, validation should be done on both aspects. 
Read more <a target="_blank" href="https://www.mfilterit.com/blog/click-fraud-protect-your-digital-ad-budget/">Click Fraud: How to Protect Your Digital Ad Budget</a>

The measurement of quality of clicks on ad campaigns is still on the backburner. Therefore, the quality of clicks is currently going unmeasured. This is causing significant ad budget to remain unoptimized or wasted across the industry.  

The current impression-centric approach to traffic validation leaves out many click and post-click parameters indicating poor quality traffic. Clicks are measured on trusted advertiser domain vs impression tracking on publisher domain. PPC campaign formats are not within scope & this makes the poor-quality clicks go undetected. Walled Gardens don’t allow impression-level tracking: a major chunk of ad spends are not evaluated. 

Click Fraud affects both Web and App Inventory. Therefore, validation should be done on both aspects. 

Read more [Click Fraud: How to Protect Your Digital Ad Budget](https://www.mfilterit.com/blog/click-fraud-protect-your-digital-ad-budget/)