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Google Buys to Help Track Web Ad Fraud

Peter Kafka covers media and technology, and their intersection, at Vox. Many of his stories can be found in his Kafka on Media newsletter, and he also hosts the Recode Media podcast.

Google has acquired, a London-based startup that tries to detect online ad fraud. The notion that Web advertisers are paying for bogus clicks, generated by software “bots,” has received an increasing amount of attention in recent years, though estimates of the size of the problem vary greatly. Google didn’t disclose a price for the deal; had seven employees.

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