Articles and Research

IAB's ads.txt initiative is designed to thwart the unauthorized selling of ad inventory and full-on domain spoofing within the RTB programmatic markets. Adoption by publishers and ad tech has rapidly grown recently and the subject has received plenty of industry attention. Major DSPs, including Google’s Double Click Bid Manager, AppNexus, The Trade Desk, MediaMath, Adobe Advertising Cloud, and DataXu are reportedly already filtering for ads.txt or will in the near future.

TerserTude is a platform whose goal is helping publishers monetize their digital assets through video. With a mixture of technology and service – sophisticated algorithms doing much of the company’s heavy lifting coupled with an outstanding client relations team – TerserTude wants to help its partners achieve more with video. And digital video spending is hot – eMarketer reported that brands will spend 56% of their digital budgets on video in 2017, and double-digit annual growth is expected through 2020. Suffice to say, TerserTude is in the midst of an upward market, which is why they’re proactively working to protect the ad spend flowing through their platform.

The supply side of the RTB Programmatic industry walks a precarious line between maintaining important publisher partnerships and ensuring those same partners are sending quality traffic. Inevitably, a time will come when a publisher’s traffic sends quality flags flying. So now what?  You want to maintain the partnership but at the same time issues with invalid impressions, brand safety, and viewability need to be addressed. It’s time to be candid with your supply partners.

With millions of websites sending ad inventory into the programmatic marketplaces, it's difficult to quickly determine the quality of traffic from any domain without closely monitoring the impressions. However, there are some tell-tale signs that should act as a warning that a domain's traffic will be less than premium.

Go With Media (GWM), a boutique media agency that specializes in online video campaigns, is partnering with Fraudlogix to protect its advertiser clients from ad fraud and assist them with providing campaigns that are brand safe and viewable. GWM focuses on bringing innovation and guidance to brands and media companies in the United States and globally, and finds ad fraud as a large threat to the real-time media buying industry.

Tha Big M (TBM), a global digital advertising campaign management platform, is partnering with ad verification vendor Fraudlogix to monitor its traffic for ad fraud, viewability, domain spoofing and brand safety. In today’s programmatic ecosystem, the platform’s leaders are stressing the importance of having measures in place to boost quality and fight ad fraud on behalf of their clients.

With ad buyers and marketers increasingly demanding more transparency and quality checks within the programmatic supply chain, evania video is proactively putting measures in place to mitigate marketers’ risk and ensure high-quality inventory. evania video, a leading publisher-management platform in the video advertising industry, has partnered with Fraudlogix in its quest for additional quality controls. The partnership will provide evania video granular, real-time data regarding the quality of its inventory by constantly monitoring all traffic for ad fraud, domain spoofing, viewability and brand safety.

Performance marketing is a popular and ever growing part of the marketing mix. It’s a smart way to go, paying only for those campaigns that actually PERFORM, however, when hackers fake a KPI (e.g., a sale, lead, install, or action) the money pouring into that portion of marketing is now wasted. And even more detrimental, are the cases that result in marketers wasting time chasing fake leads or measuring performance using fake metrics.

The advertising industry has been waging a war against ad fraud for years now, however, desktop and display traditionally absorb most of the market’s attention and not as much consideration has been given to mobile ad fraud, but this is changing. Ad fraud follows the money trail, and with marketing budgets increasingly going to mobile and in-app advertising, fraudsters have followed. This is a look at how one mobile platform is tackling the problem head-on.

This interview between MarTech's Sudipto Ghosh and Fraudlogix CEO, Hagai Shechter was originally published on September 11, 2017 as part of Marketing Technology Insights' Interview Series.

On Marketing Technology

MTS: Tell us about your role and how you got here? What inspired you to be part of an online advertising fraud detection company?