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Fake Followers Are the Latest Data Fraud Issue Hurting Brands

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Data-driven marketing has a problem. Unilever chief marketing officer Keith Weed set off alarm bells recently when he called for "urgent action" in response to the problem of fake followers of supposed social media "influencers." Given Unilever's $8.4 billion marketing budget and hundreds of consumer brands, those comments carry tremendous weight. Beyond social media, third-party...

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