By Michael Foster

“Fake news” has become a meme in today’s politics-obsessed pop culture and social media verbal warfare, but it’s nowhere near as common as fake marketing – and fake marketing is a scourge that costs untold millions across the advertising and publishing industries.

What is fake marketing? Put simply, it’s taking advantage of the complex advertising and marketing ecosystem to make money through fraud, scams and false promises. There are many types of fake marketing that are observable throughout the industry, but they all have one thing in common: dishonesty.

Part of the reason fake marketing is such a leviathan is that it is continuously combated by a combination of third-party verification experts, publishers and advertisers – which means the fraudsters quickly turn to a new scam to make a quick buck. And while the tools to catch fake marketing have become more sophisticated and effective, the scams have grown more sophisticated as well.

For the individual marketing and publisher, this means fighting the fraudsters is getting harder.

The most powerful tool anyone in the industry can use is, of course, knowledge. By knowing best practices for combating marketing fraud and being aware of the most common techniques of the day, you can stop the fraudsters from taking an undeserved slice of your pie.

But you need to go a step further than knowing the best practices – you need to learn what tools there are to combat fraud and how to use them. Nowadays, the media world is increasingly reliant on machine learning, artificial intelligence and process technology to make marketing more transparent, honest and profitable for publishers and advertisers alike.

And the user experience becomes not only a better one but a safer one as well – making this a true win for everyone.

That vigilance is also helping traffic and money flow to the companies who take the fight against fake marketing seriously – and it also means that the companies that ignore this problem can very easily get left behind.

If you don’t want to be left behind, come to this year’s &THEN and join Leah Fatzinger, Turbine Labs founder and CEO, and Jason Moriber, director of Corporate Brand and Communications at Verizon. Jason and Leah will lead a discussion on the problem, exploring real-world examples of how companies earned and retained the trust and confidence of users and customers with cutting-edge fraud-fighting technology. The session, entitled “Fake Marketing? What AI Can and Can’t Reveal about Your Brand in Today’s World of Fake News and Bots,” is likely to be one of the most lively at this year’s annual DMA event.

This article is brought to you by &THEN, DMA’s annual event. Click here to join the leaders of the marketing community and advance your data and marketing mastery in Las Vegas, October 7-9.