Ad Money
As ascribed to John Wanamaker, half the money (or more) spent on advertising is wasted without any fraud involved. It is the nature of advertising, Often increased spending does not improve sales. So a good bit of the ad budget is wasted but it is fiendishly difficult to determine what was a waste. Now include Fraudbook sleaze operations and you have recipe of at best a very ineffective ad campaign. Also, social media advertising is probably idiotic if you are trying to reach certain types of customers to begin with.