Ad fraud is getting harder to catch — and more expensive to ignore. New Branch research from 455 marketing and growth executives found that the average enterprise estimates losing 27% of its paid digital advertising budget to fraud each year. At the same time, 83% say AI is making fraudulent activity harder to detect. For retailers investing across paid search, social, affiliate, mobile, and other digital channels, that makes knowing which interactions and conversions are real increasingly critical. This report examines how marketing leaders worldwide are responding, including: ● Which advertising channels marketers consider most vulnerable to fraud ● The AI-driven fraud threats causing the most concern ● How fraud concerns and responses differ across North America, EMEA, and APAC ● How marketing teams are changing measurement and media-buying strategies ● Where gaps remain between the actions marketers are taking and their ability to reduce fraud
