“The Sell Sider” is a column written for the sell side of the digital media community.
Today’s column is written by Andrew Casale, vice president of strategy at Index Exchange, by Casale Media.
Commonly and with little difficulty, bad actors are defrauding the digital marketplace. They’re playing tricks to make exchanges think they’re selling inventory from reputable, premium publishers – often at bargain basement rates – when in fact the domain name offering the inventory provides only junk, creating problems for everyone in the business.
We’re not talking about bot fraud here. It’s called domain spoofing. The underlying impressions and users are real. The issue involves taking an undervalued asset – a leaderboard on a torrent site, for example – and masquerading it as a premium asset, such as that same leaderboard appearing on a first-tier news site.
When this topic comes up, discussion normally focuses on how domain spoofing harms the buy side. It inundates programmatic buys with junk inventory, throws off KPIs, violates the implied security of whitelists and effectively steals budgets from marketers. But in reality, the process damages digital publishers similarly.