Over the last year, video ad measurement firms have started reporting around 40% or 50% of video ad impressions may not really be viewed by consumers, instead invoked by fraudulent publishers looking to sell inventory. But comScore’s chief research officer Josh Chasin<\/a> says the problem is over-blown.<\/p>\n “You\u2019ll see headlines, ‘X% of all video inventory is fraudulent’,” Chasin tells Beet.TV. “Oftentimes, that is inflated because of how the company in question tracks video fraud<\/p>\n “Think in terms of dollars as opposed to number of impressions. Most of the fraud is in long-tail, exchange inventory, 300-by-250s, as opposed to in in-player.<\/p>\n “If you’re asking about a premium publisher – one of the TV networks, YouTube or Hulu – and that’s where the money goes – you’re going to see 1%, 2% non-human traffic. It\u2019s not as bad as everyone\u2019s saying.”<\/p>\n