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TECHNOLOGIES & PRODUCTS

MediaMath bolsters antifraud suite with ads.txt

to ensure legitimate publisher inventory

MediaMath announced an aggressive rollout of the The ads.txt rollout will be phased in over the coming
IAB’s “ads.txt” initiative across its entire supply footprint months to ultimately encompass all MediaMath’s sup-
throughout MediaMath’s Curated Market, the company’s ply products, providing publishers sufficient time to cre-
guaranteed brand-safe, fraud-free premium media offer- ate and implement the ads.txt files on their web sites.
ing, within which the company will only buy over author-
ized paths from publishers who have an ads.txt file in “We strongly support the ads.txt initiative and universal
place. adoption across premium publishers will be required for
it to fully reach its potential,” said Jeremy Hlavacek,
By ensuring that customers are dealing with legitimate Head of Global Automated Monetization at IBM Watson
publishers and by taking a hard line on traffic that is ac- Advertising. “We applaud MediaMath for taking this
quired via illegitimate means, the company believes it strong stance in ensuring that everyone on the supply
will deny perpetrators of these frauds the monetary ben- side contributes to this important initiative.”
efit they seek. In fact, his approach has already pro-
duced dramatically effective results, furthering the com- MediaMath has been monitoring supply-side uptake of
pany’s mission to access only legitimate human traffic ads.txt, an open standard sponsored by the IAB, since
on verified, trusted properties. Since its launch in April it was announced in May of this year. While the pace of
2017, the Curated Market has already demonstrated publisher adoption of the initiative has been relatively
significant lift across a broad range of marketer busi- slow, the company expects that with a buy-side impe-
ness outcomes when compared to the open auction tus, those rates will begin to rise.
environment.
By insisting on ads.txt, MediaMath clearly proves that it
“Bringing ads.txt into our arsenal of fraud prevention believes in good customer-centric advertising, deliver-
resources strengthens our ability to protect our clients,” ing relevant and meaningful marketing experiences
said Lewis Rothkopf, General Manager of Supply at Me- across channels, formats and devices. Rather than en-
diaMath. “Working in consultation with outside experts, gaging in a never-ending cat-and-mouse technical es-
we’ve found that no single tool or third-party vendor calation with fraudsters, MediaMath is focusing its ef-
alone is likely to be able to prevent all instances of forts on stopping fraudulent activity at its source by
fraud, particularly as the tactics and techniques used by eliminating the economic incentives for ‘bad actors.’
‘bad actors’ evolve. Instead of taking a one-size-fits-all
approach, we leverage a variety of technological and Powered by advanced machine learning algorithms that
human methods that considers first and third-party in- buy, optimize and report in real time, Mediamath’s plat-
puts, to ensure that our ecosystem is brand-safe and form gives sophisticated marketers access to first-, sec-
fraud-free.” ond- and third-party data and trillions of digital impres-

22 October 2017 - Programmatic & Native Advertising sions across every media. ◊ By MediaBUZZ