The impact of fraud is significant, and expected to grow, as more advertising shifts to video formats and mobile devices. As large as the fraud problem is, it's only one part of the inventory quality equation. Other concerns include brand safety, fake news, and viewability. We'll break down some of the differences in more detail below, but it's not surprising to see that advertisers are concerned with essentially everything under the inventory quality umbrella. Research initiated by Oath, via the Advertiser Perceptions Omnibus study, found significant level of concern across a plethora of brand safety topics.