Programmatic buyers on the open exchange who think they’re purchasing inventory from ESPN or The New York Times often end up buying from imposter sites instead. At times, the amount of misrepresented inventory in the marketplace can dwarf the legitimate inventory sold by brand-name publishers. The practice, domain spoofing, will become much harder to carry […]
Viewability vendors, including Integral Ad Science, DoubleVerify and Moat, are banding together in an uneasy alliance to tackle in-app viewability using open-source software – but the problem is far from solved. “The spirit of the open-source initiative is a good thing,” said Moat CEO Jonah Goodhart. “It’s not comprehensive measurement, though.” Opening The Way In […]
In ad tech, even standards need standards. On Monday, the Interactive Advertising Bureau Tech Lab unveiled a compliance program for vendors to prove they’re adhering to the alphabet soup of ad delivery industry standards. Over the years, the IAB has developed a protocol for ad delivery: VAST for video ad serving; VPAID to allow video ads […]
The IAB unveiled a dynamic content ad standard that will move forward programmatic creative, which is open for public comment for the next month. Instead of churning out ads with dozens of different messages for different channels, advertisers simply define all the creative components and variations. Once served, the ads will dynamically assemble to adapt […]
