In our conversation with Dr. Augustine Fou , Group Chief Digital Officer; Ad Fraud Researcher, he warns that “Nonprofit advertisers are some of the most vulnerable to ad fraud as they frequently receive remnant ad inventory with higher levels of fraud.” In the coming years, nonprofits need to “beware of vague reporting of where ads are being served, and focus on clear user actions taken on their sites instead of impressions and clicks. Always test and verify traffic, remember that bots don’t donate or volunteer, that’s what you should be measuring against ad spends.”