A Better Programmatic Supply Chain Will Root Out Fraud
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Fraud in the programmatic ad business is a systemic problem that’s robbing the legitimate marketplace of hundreds of millions of dollars, but to date we’ve seen no concrete steps to address the core of the issue.
It starts with reimagining the programmatic supply chain and ushering in a new era of transparency and trust.
Bad actors thrive on the sell side, primarily because today they all too easily can hide their identities. Two common strains are the creation of generic websites that generate high-volume bot traffic, and the act of spoofing domain names that clear buyers’ whitelists because they look like they belong to reputable publishers. The only punishment leveed is blacklisting, which merely resets the process again. Bad actors are not exposed and are often paid out until they are caught.
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