AppNexus says nearly two-thirds of its impressions were fraudulent

Programmatic advertising company AppNexus says 65 percent of the impressions it served earlier this year were fraudulent, and is now taking measures to increase the viewability rate for advertisers. After filtering those fraudulent views, AppNexus CEO Brian O’Kelley said CPMs did not drop because advertisers were willing to pay more for higher quality, and view rates increased by 75 percent and post-click conversion rates rose by 130 percent.