Last month AdExchanger reported on plans by AppNexus to roll out a "Certified Supply" stamp of approval for demonstrably valid impressions, and thereby cut off the flow of spend to impressions that are fraudulent, nonviewable or otherwise undesirable.
The certified program came amid growing industry concerns about the persistence of fraud in the AppNexus supply.
On Wednesday at AppNexus' New York summit, CEO Brian O'Kelley detailed how the program will work and named partners and fraud vendors that will collectively create a definition of fraud that can be applied across all its supply – and then enforce that definition.
The Certified program will use AppNexus' own fraud-detection technology in concert with two third-party ad verification vendors: DoubleVerify and Integral Ad Science. Beginning in the second quarter of 2015, when AppNexus or its buy-side partners use either vendor to ferret out fraudulent or invalid impressions, the buyer will not pay for that supply and the seller will not receive payment for it. (AppNexus left the door open to accepting other anti-fraud firms in the future.)
What's more, AppNexus has secured buy-in from a handful of key partners on the sell side, including its two most prominent "frenemies," PubMatic and Rubicon Project. Whenever a bid passes through AppNexus to one of its publisher customers, the two SSP platforms have agreed not to receive payment on that customer's behalf.