In 2023, spending on influencer marketing reached $31 billion, already rivalling the entirety of print newspaper advertising.
In fact, less than 20% of companies track the sales induced by their influencer marketing campaigns. Instead, influencers’ pay is based on impact measures such as the number of followers and engagement (likes and comments), furnishing an incentive for fraudulent behaviour
Inflating influence is a form of advertising fraud that causes market inefficiencies by directing ads to the wrong audience.
