- Run on real inventory.
Real, quality video inventory has long been in scarce supply on the open exchange, and now it’s even more so. Up until now, buyers have only been able to gauge whether inventory is real based on indicators like price and player size. With the Authorized Dealer Sellers (ads.txt) launch in May 2017 – the Interactive Advertising Bureau’s (IAB’s) Tech Lab initiative to combat counterfeit inventory and increase transparency in the programmatic advertising ecosystem – advertisers and marketers now have another tool in their arsenal to root out ad fraud.
Danielle, our in-house expert, talks about its value in eMarketer’s report: “[Ads.txt] allows publishers to declare who their authorizers are, so then as buyers we can choose to just buy from those sources. That one action alone is really going to help clean up some of the fraud we’re seeing today.”
To reduce the risk of buying fraudulent inventory, here are some steps you can take: Be wary of cheap inventory on the open exchange. If something sounds too good to be true, it probably is. Pick your website placements carefully or consider going with PMP deals or direct placements. And keep a whitelist of the sites you want to run on, and a blacklist of the sites you don’t.