Ad Fraud Is Exploding — Dhiraj Gupta of mFilterIt Explains How Brands Can Respond

This interview excerpt with mFilterIt CTO Dhiraj Gupta, published for Data Privacy Week 2026, explains how independent verification, real-time data-flow audits, and continuous partner accountability are essential to detect ad fraud and to ensure that user data is accessed and used only according to consent and declared purposes; it warns that complex programmatic ad ecosystems and cascading vendor integrations can lead to unauthorized tracking, shadow profiling, and regulatory/reputational risks, and recommends runtime monitoring, partner-level risk scoring, and operational evidence over document-based compliance.