How ChatGPT and Web3 will Open a New Can of Worms for Advertising Transparency

Evolving technologies such as generative AI and blockchain decentralisation will create a minefield for advertising fraud, according to TrafficGuard's Patricia Freijo.

The emergence of new technology always sends a ripple through the advertising community. Trending technology buzzwords annually pepper every industry event, client brief and PowerPoint presentation until the next movement arrives.

This year's marketing furore appears to centre on ChatGPT and web3. But marketers are not the only ones paying attention to these. Internet fraudsters are some of the swiftest to jump on a trending technology or topic to make a quick buck. In advertising, this appears as fake clicks, impressions and bot traffic, collectively known as advertising or ad fraud.    

By now, marketers and agencies should be well aware of the dangers and costs of ad fraud. Not only do they waste billions of advertisers' ad spend, but they also undermine a campaign's effectiveness.  

Emerging technologies like ChatGPT – a form of generative artificial intelligence (AI) – and web3 offer enticing opportunities for advertisers to reach new audiences and personalise their ad experiences. However, these technologies also have a heightened risk of ad fraud, among other potential pitfalls.

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