New Delhi, Sept. 27 -- Indian advertisers are facing growing challenges during the festival season as media fragmentation and ad fraud make it difficult to measure the true impact of their campaigns.

As spending surges in the weeks ahead, broadcasters and brands face measurement issues as audiences move between linear television, connected TV, mobile and other digital platforms. Fraud adds another layer, with bots, invalid traffic, fake clicks and ad stacking generating impressions without equivalent human value, experts said.

Festive advertising can create a stronger economic incentive for fraud because buying volumes rise at the same time that premium inventory becomes more expensive, said Arjit Sachdeva, co-founder of VDO.AI, a compa...