IX at DMEXCO: Day 2 Insights
Minds continue to meet and ideas continue to flow as tentpole adtech conference DMEXCO advances into its second day. Amidst the flurry of activity, we wanted to reflect with the Index Exchange partners and employees in attendance about their Day 2 experience. Here are their insights: Will Doherty, VP, Business Development, Index Exchange On the topics on ...continue reading
Ending Invalid Traffic: Publisher and Exchange Best Practices
Introduction Late last year, the industry was captivated by Methbot, a sophisticated bot network responsible for $3-5 million of ad fraud losses on a daily basis.1 The news revived interest in fighting against invalid traffic, or SIVT, which some estimates say accounts for over 40% of all traffic on the web.2 Sophisticated Invalid Traffic is ...continue reading
The Trade Desk signs deal to scan every ad impression pre-purchase
As part of this initiative, White Ops and The Trade Desk will co-locate servers and data centers in North America, Europe and Asia, to scan every biddable ad impression in real-time. This practice is common with high-frequency trading in the financial markets where every millisecond counts. When a non-human impression, known as Sophisticated Invalid Traffic within the advertising industry, is identified ...continue reading
The Trade Desk and White Ops ink deal to block fraudulent traffic before it is bought
With some of the internet’s largest media owners issuing refunds for fraudulent traffic, The Trade Desk and White Ops have entered a pact that will see the pair identify fraudulent traffic before it is purchased. Ad fraud is a problem that will cost advertisers over $16bn this year, according to reports, with the pair claiming this “landmark” agreement ...continue reading
Trade Desk Responds to P&G’s Pritchard’s Call to Action, Takes Shot at Google
Seven months ago, Procter & Gamble Chief Brand Officer Marc Pritchard–arguably the world’s most influential marketer–pronounced that “the days of giving digital a pass are over. It’s time to grow up. It’s time for action,” during a talk at the Interactive Advertising Bureau’s Annual Leadership Summit in Florida. Today, it appears Pritchard’s call to arms is coming to fruition. ...continue reading
How will the IAB’s ads.txt change Canada’s ad fraud conversation?
A new initiative developed by the IAB Tech Lab out of the U.S. could prompt big changes in the Canadian digital advertising industry, according to some in the industry. It’s been dubbed “ads.txt” (and although the extension does refer to advertisements, it serves double-duty as an acronym for “authorized digital sellers”). The tool aims to ...continue reading
Could a simple .txt help save your spend from ad fraud?
It’s estimated that advertisers will lose more than US$16 billion to online ad fraud this year, with a sizeable proportion of that falling to exchanges that programmatically sell publishers’ ad space without permission or, bolder yet, impersonate real publishers with imitation sites – a practice dubbed “spoofing.” Publishers and sellers have been looking for a ...continue reading