AppNexus Launches Program to Eradicate Fraud

hand touching digital tablet, social media concept
SHARE
THIS



Independent ad tech company AppNexus, and its partners have announced a certified supply program that will classify online advertising inventory and guarantee that it is “fraud-free” for buyers.

The launch of this program will mark the first time that industry leaders have come together to create a standard for identifying the safest and most trusted inventory on the Internet, and provide buyers with financial guarantees that the inventory they are purchasing is valid.

“Our mission at AppNexus is to create a better Internet, and helping to forge a responsible online advertising ecosystem is a fundamental part of that undertaking,” said Brian O’Kelley, CEO and co-founder of AppNexus.

“We’ve invested heavily in quality initiatives and the introduction of an open certified supply program to create the most trusted supply on the Internet is a major leap in the right direction. Buyers should be informed about what they’re purchasing, and if they’re getting fraudulent inventory, or invalid supply, they shouldn’t have to pay for it. Over time, we believe a clear and collaborative approach by industry leaders will discourage invalid supply altogether.”

The certified supply program will examine inventory supply initially using AppNexus’ proprietary technology and ultimately DoubleVerify and Integral Ad Science’s independent third-party verification technology.

Inventory that is found to be correctly represented and verifiable, with no non-human traffic, will be denoted with the “Certified Supply” label. Once the certified supply program enters into its general release phase in Q2 2015, if fraudulent or mislabeled invalid inventory has been detected, the buyer will not pay for the purchased inventory. AppNexus, along with Microsoft, PubMatic, Xaxis, and many other large sellers, will apply this Certified Supply classification to their inventory, allowing buyers to purchase guaranteed, trusted supply at large scale.

“Xaxis has led programmatic media companies by rejecting all fraudulent or non-viewable inventory.  The AppNexus Certified Supply Program is consistent with our approach – ensuring expanded revenue for publishers and true performance for advertisers,” said Larry Allen, SVP business development at Xaxis.

“We believe eliminating fraud is one of the primary ways to elevate the conversation with buyers and commit more brand dollars to programmatic inventory.”

“We’re proud to partner with AppNexus on their newest initiative to build transparency and trust in the digital supply chain,” said Wayne Gattinella, CEO and president of DoubleVerify.

“This innovative program aligns perfectly with our mission to deliver industry-leading technology that roots out digital ad fraud and helps to build a better industry.”

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]