Online fraud prevention isn’t just about protecting brands and their customers. Beating bad actors can maximize spends, minimize waste, and optimize outcomes for digital advertisers, according to Geoff Stupay, vp of media strategy at cybersecurity firm Human.

But as both content and crime grow “exponentially” online, marketers themselves must take the lead in finding and fighting fraud, Stupay told an audience of brand leaders at a panel moderated by ADWEEK executive editor Alison Weissbrot in New York this month.

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Ultimately, collaboration holds the key to combating fraud, the panelists agreed. “We can only do so much from the LinkedIn side without our third-party partners, and with organizations like TAG (Trustworthy Accountability Group) or the MRC (Media Rating Council) and IAB (Interactive Advertising Bureau), to make sure there’s standardization across the board. So I think collaboration is absolutely vital,” Falk said.

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