Procurement Should STEP IN to Help Fight Ad Fraud The document outlines five things procurement can do to help fight ad fraud: 1) Don't buy low cost media and insist on quality publishers with real human audiences; 2) Insist on reports with line item details to know where ads are running; 3) Use continuous fraud detection as a "smoke detector"; 4) Optimize media towards reaching humans; and 5) Focus on business outcomes rather than metrics that can be faked. The author, Dr. Augustine Fou, is an independent ad fraud researcher who earned a PhD from MIT and previously worked at American Express and Omnicom crafting his expertise in digital marketing fraud investigation.