Pixalate sat down with Fernando Saiz, Chief Marketing Officer atTappx, a programmatic ad platform for mobile and OTT/CTV, about the battle against ad fraud.
Tappx on ad fraud and industry initiatives
Ad fraud is completely different on different channels. Each platform has different features, usage patterns, limitations and restrictions, notes Saiz, which makes the battle against ad fraud completely different across the different channels
Education is imperative. Industry education when it comes to fraud prevention is key, says Saiz, including education around supply control, utilizing blocklists, choosing the right fraud prevention companies, and transparency
Use the tools provided by the industry. "I think all initiatives that try to improve or increase transparency in the industry should be welcomed," says Saiz, including ads.txt and app-ads.txt
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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.”