After a bad experience with bot fraud and domain spoofing, vice president of programmatic and data strategy at Business Insider, Jana Meron articulates the need for all elements of the advertising world to “commit to enforcing higher standards.”
- Exchanges must police their buy-side partners to assure they are not reselling inventory.
- Supply-side platforms need to enforce their contracts with buyers. Turning a head when there’s suspicion does injustice to those who are footing the bill.
- Publishers must fight unauthorized reselling of their inventory and join IAB Tech Lab’s Ads.txt initiative.
- Demand-side players must resist ads that “appear too good [read: cheap] to be true.” Best practices say one should use third party fraud tracking and blacklists to reduce bad actors while seeking exchanges that actively search for fraud.