Pop-up ads experienced a remarkable climb in the late 1990s and early 2000s, initially offering a seemingly straightforward way for marketers to reach a vast audience. Driven by their instant visibility, these intrusive boxes became ubiquitous across the online world, generating substantial earnings for publishers and advertisers . However, user fr

The pervasive nature of ad fraud poses a significant challenge to the digital DSP platforms best practices advertising industry. This comparative analysis scrutinizes the diverse tactics employed by fraudsters and highlights their effects on advertisers, publishers, and consumers. By evaluating various deceptive practices across different platforms