Avoiding advertising fraud on connected television requires continual vigilance as scammers look for weaknesses in the media supply chain. Marketers, agencies, media owners and ad-tech companies can work together to diminish losses to fraud.
“The more we can collaborate together, share knowledge, share lists, talk with one another to root out these bad actors at their source, we’re going protect both publisher partners — or media owners — from being victims,” Nick Frizzell, vice president of marketplace quality at Magnite, said in this interview with Beet.TV.
As one of the biggest companies in the programmatic marketplace, Magnite works with a variety of companies to help ensure that authenticated buyers and sellers of media are conducting transactions. Connected television (CTV) is in the early stages of its development, and can build on top of the expertise in the digital display market.
“We have policies rules in place that help protect the marketplace or any transactions that happened within Magnite platforms,” Frizzell said. CTV has “really been booming in the last five years or so, but in that time period, we’ve really made some strides to instill trust and make it a more transparent marketplace for marketers.”
Magnite participates in initiatives such as the IAB Technology Laboratory’s efforts to develop standards for identifiers that help to authenticate ad transactions. The sellers.json standard helps media buyers discover direct sellers of digital advertising or intermediaries. The OpenRTB SupplyChain object is another specification lets buyers see all parties that are selling or reselling a given impression opportunity by providing a record of the chain of custody.
The IAB also championed the ads.txt and app-ads.txt method of providing a flexible and secure method for publishers and distributors to declare the companies they authorize to sell their digital inventory.
“At the end of the day, it’s gonna help media owners make sure these bad actors are not impersonating or spoofing their inventory in programmatic environments,” Frizzell said. “So, you should maximize publisher yield or media owner yield.”
You are watching “Protecting CTV Media Investment From Ad Fraud,” a Beet.TV Leadership Series presented by HUMAN. For more videos from the series, please visit this page.
