Pixalate sat down with Steven Myslinski, Director, Business Development - Publisher Solutions at OpenX, a programmatic ad marketplace, to discuss the evolution of ad fraud in new environments such as OTT/CTV.
OpenX on the latest ad fraud threats and how to combat them
Fraudsters target emerging formats. Fraudsters are attracted to high-growth, emerging formats, such as OTT/CTV, which commands a high CPM and is growing faster than the industry can develop standards
The industry does have standards to help. While some standards are still being worked on, there are existing standards to help combat ad fraud and improve quality, including ads.txt, sellers.json, and the SupplyChain object for OpenRTB
Work with trusted partners. "Right now, there are so many different partners out there that people are working with, and some of those are the ones that could be the leak in the problem that leads to fraud," said Myslinski. "Advertisers and publishers really need to take a look at their partners, understanding what they are doing to achieve quality."
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Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”