The Big Story
Measuring Muck - E293
May 16, 2024
Exploring the risks of fraudulent activities in programmatic marketing, shift from third-party measurement firms, challenges faced by ad verification providers, The Trade Desk's transition, traffic anomalies in the supply chain, manipulative practices in the online publishing industry.
36:35
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Quick takeaways
- Industry shifting towards post-impression data analysis for fraud detection.
- Concerns over reputable publishers compromising integrity for programmatic revenue.
Deep dives
Growing Complexity in Programmatic Channels - Implications for Fraud Detection
The industry has seen evolution in fraud detection mechanisms, shifting focus from traditional anti-fraud companies to businesses that analyze post-impression data for consistency with bid requests. Companies are diversifying data sources, incorporating programmatic metadata, browser data, and log-level data, raising concerns about detecting new types of fraudulent activities.
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