Journal Propmark interviewed Humberto Galdieri, Head of Uplify’s Brazil office, to discuss the growing threat of fake traffic in online marketing. With losses projected to reach $172 billion globally, advanced antifraud systems are becoming essential for protecting advertising budgets from fraudulent activities.

Influencer marketing has emerged as a powerful tool for brands aiming to target specific audiences and amplify campaigns. According to Stripe Theory’s report The Fall of the Influencer, 73% of consumers rely on daily content creators for product recommendations. Metrics like engagement rates and click-through rates are critical for assessing the effectiveness of influencer campaigns. However, with advancements in artificial intelligence, bots and fake accounts have become increasingly sophisticated—introducing the significant challenge of fake traffic.

These bots inflate follower counts, likes, and comments, skewing performance metrics and causing substantial financial losses for advertisers. As Humberto Galdieri, head of Uplify Brazil, explains, “This fake traffic represents a major issue. Many creators unknowingly expose their accounts to fraud, which directly impacts the reliability of engagement metrics.”

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The Cost of Fake Traffic

Bots don’t simply represent “purchased followers”; they are part of complex, coordinated fraud operations. These fake interactions distort campaign results, causing a negative ROI for advertisers. Galdieri adds, “Brands invest in influencer campaigns expecting real engagement that translates into tangible results. When campaigns are infiltrated by fake traffic, the value of the investment evaporates.”

He illustrates this with a common scenario: “Campaigns that perform well at 9 AM may show a sudden drop by 11 AM when bot activity ceases. This leads to erratic patterns in campaign data, creating irregular peaks and anomalies.”

The Growing Challenge

Fake traffic presents a multifaceted challenge. Platforms that rely on real-time interactions, like live streaming services, are particularly vulnerable, as fraudulent activity undermines authenticity.

“Combating fraud is a continuous race,” says Galdieri. “While we block bots, fraudsters develop more sophisticated tactics. That’s why technology investment and robust antifraud systems are crucial.”

Although AI-powered tools are effective in identifying suspicious activity, Galdieri underscores the necessity of human oversight. “Advertisers expect consistent, reliable growth in campaign metrics, and while AI is instrumental in fraud detection, human moderation ensures transparency and credibility.”

The Solution: Combining AI and Human Oversight

A comprehensive antifraud approach combines cutting-edge technology with manual analysis. Platforms like Uplify employ AI to detect unusual spikes in traffic, analyze audience authenticity, and monitor behavioral patterns. At the same time, manual verification provides an additional layer of scrutiny to ensure irregularities are addressed promptly.

Galdieri concludes: “Advertisers demand transparency and trust. A reliable antifraud system doesn’t just protect budgets—it restores confidence in digital campaigns, ensuring that every dollar spent reaches the intended audience.”

‍Fraud Verification System in Uplify

We see that the fight against fraud is becoming increasingly technologically complex. It is a continuous process that requires the improvement of tools and methods.

In the future, the main focus will be the development of AI and machine learning to predict and prevent fraud before they occur.

It is also important to consider the increased use of automated systems and bots, which requires the development of new protection methods. At Uplify, we are constantly working to improve our tools to anticipate new threats and offer maximum protection to our customers.

Influencer marketing with Uplify technology is safe. Discover more about our formats and smart programmatic buying of creators inventory solutions by the link.‍

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