Google is quietly conducting tests with major partners to
stamp out spoofing. During the tests, Google shuts off all ad inventory for a
brief period (like 10-15mins) then scours the ad exchanges to see what’s
listed. Results? Thousands if not millions of video and display despite no ads
actually for sale at the time. Who had the most ‘fake’ inventory? SmartRTB. According to eMarketer, around $83m will be
spent on fake ads this year. Some experts believe this traffic could represent
nearly 20-30% of total traffic on some secondary exchanges. Google’s Ads.txt is
a technical solution designed to protect web publishers by blocking unauthorized
companies from selling ads via questionable exchanges.
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