The document provides an update on ad fraud trends in Q1 2016. Some key points: - Overall, ad fraud has not improved year-over-year but individual companies are seeing reductions with greater prevention efforts. - Bots remain the primary driver of all forms of ad fraud and are undermining analytics through polluted data. - Viewability standards are now widespread but ad blocking has emerged as a new challenge. - The author recommends moving beyond industry averages and assumptions to analyze individual site data and traffic patterns to better identify fraudulent bot activity.