Impression fraud occurs when advertisers pay for fake ad views, often generated by bots instead of real users. This manipulation can lead to inflated metrics, making it difficult for businesses to assess the effectiveness of their advertising campaigns. This type of fraud can significantly impact the digital advertising industry, as it wastes marketing budgets and skews performance data. Companies like Google and Facebook have implemented measures to combat impression fraud, but it remains a persistent challenge for advertisers seeking genuine engagement with their target audience.