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MediaMath embraces IAB’s ads.txt initiative in bid to combat advertising fraud

MediaMath has begun an aggressive roll out of the Interactive Advertising Bureau’s (IAB) ads.txt initiative across its entire supply footprint.

The IAB launched ads.txt in May this year in a bid to help ad buyers avoid illegitimate sellers, with MediaMath reiterating its support for the initiative.

The independent programmatic company said the rollout would be immediate throughout its ‘Curated Market’, within which it will only buy over authorised paths from publishers who have an ads.txt file in place.

“Bringing ads.txt into our arsenal of fraud prevention resources strengthens our ability to protect our clients,” said Lewis Rothkopf, general manager of supply at MediaMath. “Working in consultation with outside experts, we’ve found that no single tool or third-party vendor alone is likely to be able to prevent all instances of fraud, particularly as the tactics and techniques used by ‘bad actors’ evolve.

“Instead of taking a one-size-fits-all approach, we leverage a variety of technological and human methods, taking into account first and third-party inputs, to ensure that our ecosystem is brand-safe and fraud-free.”

The ads.txt rollout will be phased in over the coming months to encompass all of MediaMath’s supply products, providing publishers with sufficient time to create and implement the ads.txt files on their web sites.

It is hoped the move will help combat domain spoofing and ensure customers are dealing with legitimate publishers.

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