The WPP-backed micro-network has launched the probe alongside Adloox, a content verification specialist.
Adloox believes that the adspend wasted globally each year on fraudulent websites and views may be up to 50 per cent higher than the $7.2 billion (£5.02 billion) figure suggested by the US Association of National Advertisers in its 2014 report.
After researching the scale of the problem, The & Partnership and Adloox aim to publish their results and recommendations for fixing it by June.
Adloox’s fraud forensics team specialises in pre-bid content verification.
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