# Ad Fraud Is Hitting B2B Where It Hurts: Lead Gen.

1 Opinion August 4, 2025 Stern in the News ![Ruth Stevens headshot](/sites/default/files/styles/246w/public/2023-01/Ruth%20Stevens%20231x261.png?itok=Uh-qaCDQ)By Ruth Stevens

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Ad fraud isn’t only a problem for consumer marketers. It’s increasingly infiltrating B2B—primarily through fake leads. With high demand for qualified prospects and lead generation a top mandate for most B2B marketing teams, the opportunity for abuse is significant.

Fake leads typically fall into two categories: bot-generated form fills and fabricated prospect lists.

Jeffrey Feuer, CEO of Customer Solutions Group, has spent over 30 years qualifying bulk leads in sectors like insurance and education. His clients—many buying names from aggregators such as LendingTree—often find that most leads aren’t sales-ready. That’s where Feuer’s call centers come in, filtering out bad data, fake phone numbers and other non-starters before they reach the sales team.

Read the full [*MarTech* article](https://martech.org/ad-fraud-is-hitting-b2b-where-it-hurts-lead-gen/).
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*Ruth Stevens is an Adjunct Assistant Professor.*

## More from Ruth Stevens

- [What B2B Marketers Can Learn From Asia’s Fast-Evolving Strategies.](https://www.stern.nyu.edu/experience-stern/faculty-research/what-b2b-marketers-can-learn-asias-fast-evolving-strategies)
- [B2B Marketing Trends to Watch — Or Not — in 2023.](https://www.stern.nyu.edu/experience-stern/faculty-research/b2b-marketing-trends-watch-or-not-2023)