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Ads.txt files were supposed to help the ad industry stamp out fraud but instead, they’re increasingly a conduit for it. The tool was launched three years ago by the IAB’s Tech Lab as a way for publishers to list all of the companies that are authorized to sell their ads.
Here's the scenario: 1) an angry buyer waves a report from their chosen fraud detection vendor that found high fraud. 2) an angry seller waves their own report from their fraud detection vendor that says there was low fraud. Who is right? Who gets paid or doesn't get paid?
Everyone, especially brand marketers, are talking up and about brand safety lately, but the ability to act on and enforce “brand safety” is only as good as the technology used to detect it…..if there is a brand safety problem.
After reading about ad dollars going to support porn piracy, hate, and child abuse, a number of folks reached out and raised their hands to ask what else they could be doing in their own campaigns to reduce the flow of dollars going to fraud, porn, piracy, and child abuse sites.
Yeah, ads from streaming services and major movie and television studios are (unwittingly) funding piracy sites that steal content (and the ad dollars) from them. Read that one more time. "Ads from streaming services and major movie and television studios are (unwittingly) funding piracy sites that steal content (and the ad dollars) from them."
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