There is a $16.4 billion two-fold threat to Alphabet’s advertising-based business model out there that a lot of investors will not see coming. It is advertising fraud and Big Business’s growing dissatisfaction with digital advertising in general. Digital advertising fraud will cost brands $16.4 billion worldwide in 2017, the ad-verification company Adloox and The&Partnership predicted in April. That figure marks a 20% increase over the $12.5 Adloox estimated that brands lost to fraud in 2016, CNBC reported. Not surprisingly this level of fraud is upsetting some major advertisers.