DataXu combats inventory fraud and ‘domain spoofing’ with validated marketplace

Programmatic marketing software company DataXu has launched its own bid to tackle ad fraud with a marketplace containing only “authentic” inventory.

DataXu has claimed that the new platform, dubbed the Validated Inventory Marketplace, will reduce advertiser’s exposure to counterfeit inventory or ‘domain spoofing’ – when a buyer is duped into buying from a supposedly premium site with a fake URL.

The announcement:

Advertisers pay more and get less when they buy counterfeit or diverted inventory, while
publishers of the content don’t receive the premium. In conjunction with the IAB and other industry
groups who recently announced the ads.txt initiative, DataXu and its partners are taking a
leadership position to help solve the problem of counterfeit inventory (also known as ‘domain
spoofing’) present in the programmatic supply chain.

Counterfeit inventory is ad inventory that is represented as coming from a publisher or domain from which it does not actually originate. While such schemes ultimately result in impressions on actual websites served to real people, the false representations undermine the digital ecosystem and cause harm to all legitimate market

“With counterfeit inventory and other forms of ad fraud on the rise, set to cost the industry $16.4billion, it’s never been more urgent for us to tackle this issue. This is especially so in Asia Pacific, where third-party fraud-detection technologies are still not widely used by marketers, making this region especially vulnerable,” said James Sampson, DataXu VP & General Manager, Asia Pacific. 

“Advertisers should not have to worry about the quality or authenticity of the inventory they are buying through programmatic,” said Rory Edwards, DataXu’s VP of Business Development and Strategy. “The broad adoption of ads.txt by publishers and buyers will be a great step toward eradicating this type of malicious behavior; however, we can’t afford to wait for industry standards to gain traction. DataXu has always led the industry in protecting our customers from supply chain quality issues, and our Validated Marketplace is yet another investment we have made to give our customers complete peace of mind.”

Source: DataXu press release





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