Fraudulent digitals ads sold programmatically have hit epic proportions causing some big named advertisers to pull back in an effort to clean up their digital media supply chain. This has also prompted Google to work with media partners to actively uncover fraudulent ads. Chris Olson, CEO at The Media Trust commented below.
Chris Olson, CEO at The Media Trust:
“The digital advertising ecosystem’s persistent challenges with brand safety and fraud can be directly attributed to the complex nature of industry relationships. To re-establish trust, publishers–the front line of many challenges–need to better control the content that renders on their digital properties. The first step is to identify all partners involved in website operations, a process that will yield valuable insight into publisher-specific ecosystems. From there, publishers must clearly communicate their policies for executing on their site and enforce those policies. Partners that violate the policies should be blocked from the website. The entire digital advertising ecosystem will listen when their revenue channels are at risk.”