Given how rampant ad fraud is in programmatic, I wonder how much revenue actually drops for these companies, relative to the decreased ad spend.

Uber’s [1] experience is one example:

“We turned off two thirds of our ad spend – $100m out of annual spend of $150m – and basically saw no change in our number of rider app installs. What we saw is a lot of installs we thought had come through paid channels suddenly came through organic.”

[1] https://mackgrenfell.com/blog/how-did-uber-waste-so-much-ad-...