MediaMath Bolsters Antifraud Suite with
Addition of Ads.Txt to Ensure Legitimate Publisher Inventory
Addition of Ads.Txt to Ensure Legitimate Publisher Inventory
MediaMath to roll out on company’s industry-leading
Curated Market offering immediately
Curated Market offering immediately
Singapore, October 6rd, 2017 – MediaMath,
the leading independent programmatic company for marketers, today reiterated
its support for, and announced an aggressive rollout of, the IAB’s “ads.txt”
initiative across its entire supply footprint.
the leading independent programmatic company for marketers, today reiterated
its support for, and announced an aggressive rollout of, the IAB’s “ads.txt”
initiative across its entire supply footprint.
The rollout is immediate throughout MediaMath’s Curated
Market —the company’s guaranteed
brand-safe, fraud-free premium media offering—within which the company will
only buy over authorized paths from publishers who have an ads.txt file in
place. The Curated Market has already demonstrated significant lift across a
broad range of marketer business outcomes when compared to the open auction
environment since its launch in April 2017.
Market —the company’s guaranteed
brand-safe, fraud-free premium media offering—within which the company will
only buy over authorized paths from publishers who have an ads.txt file in
place. The Curated Market has already demonstrated significant lift across a
broad range of marketer business outcomes when compared to the open auction
environment since its launch in April 2017.
“Bringing ads.txt into our arsenal of fraud prevention resources
strengthens our ability to protect our clients,” said Lewis Rothkopf, General
Manager of Supply at MediaMath. “Working in consultation with outside experts,
we’ve found that no single tool or third-party vendor alone is likely to be
able to prevent all instances of fraud, particularly as the tactics and
techniques used by ‘bad actors’ evolve. Instead of taking a one-size-fits-all approach,
we leverage a variety of technological and human methods, taking into account
first and third-party inputs, to ensure that our ecosystem is brand-safe and
fraud-free.”
strengthens our ability to protect our clients,” said Lewis Rothkopf, General
Manager of Supply at MediaMath. “Working in consultation with outside experts,
we’ve found that no single tool or third-party vendor alone is likely to be
able to prevent all instances of fraud, particularly as the tactics and
techniques used by ‘bad actors’ evolve. Instead of taking a one-size-fits-all approach,
we leverage a variety of technological and human methods, taking into account
first and third-party inputs, to ensure that our ecosystem is brand-safe and
fraud-free.”
The ads.txt rollout will be phased in over the coming months to
ultimately encompass all of MediaMath’s supply products, providing publishers
sufficient time to create and implement the ads.txt files on their web sites.
ultimately encompass all of MediaMath’s supply products, providing publishers
sufficient time to create and implement the ads.txt files on their web sites.
“We strongly support the ads.txt initiative, and universal
adoption across premium publishers will be required for it to fully reach its
potential,” said Jeremy Hlavacek, Head of Global Automated Monetization at IBM
Watson Advertising. “We applaud MediaMath for taking this strong stance in
ensuring that everyone on the supply side contributes to this important initiative.”
adoption across premium publishers will be required for it to fully reach its
potential,” said Jeremy Hlavacek, Head of Global Automated Monetization at IBM
Watson Advertising. “We applaud MediaMath for taking this strong stance in
ensuring that everyone on the supply side contributes to this important initiative.”
MediaMath has been monitoring supply-side uptake of ads.txt, an
open standard sponsored by the IAB, since it was announced in May of this
year. While the pace of publisher adoption of the initiative has been
relatively slow, the company expects that with a buy-side impetus, those rates
will begin to rise.
open standard sponsored by the IAB, since it was announced in May of this
year. While the pace of publisher adoption of the initiative has been
relatively slow, the company expects that with a buy-side impetus, those rates
will begin to rise.
“Google is a strong supporter of ads.txt, and it’s great to see
a major buy-side platform like MediaMath take steps to implement this
standard,” said Sam Cox, Google AdX Group Product Manager for Buyside and
Policy. “Having buyers commit to a clean ecosystem helps drive adoption by
advertisers and publishers, increasing the transparency and trust for the whole
ecosystem.
a major buy-side platform like MediaMath take steps to implement this
standard,” said Sam Cox, Google AdX Group Product Manager for Buyside and
Policy. “Having buyers commit to a clean ecosystem helps drive adoption by
advertisers and publishers, increasing the transparency and trust for the whole
ecosystem.
Rather than engaging in a never-ending cat-and-mouse
technical escalation with fraudsters— the definition of classic, and
classically hopeless, asymmetric warfare—MediaMath is focusing its efforts on
stopping fraudulent activity at its source by eliminating the
economic incentives for ‘bad actors.’ By ensuring that customers are
dealing with legitimate publishers—something which ads.txt will help
tremendously—and by taking a hard line on traffic that is acquired via
illegitimate means, the company believes it will deny perpetrators of these
frauds the pecuniary benefit they seek. This approach has already
produced dramatically effective results, furthering the company’s mission
to access only legitimate human traffic on verified, trusted
properties.
technical escalation with fraudsters— the definition of classic, and
classically hopeless, asymmetric warfare—MediaMath is focusing its efforts on
stopping fraudulent activity at its source by eliminating the
economic incentives for ‘bad actors.’ By ensuring that customers are
dealing with legitimate publishers—something which ads.txt will help
tremendously—and by taking a hard line on traffic that is acquired via
illegitimate means, the company believes it will deny perpetrators of these
frauds the pecuniary benefit they seek. This approach has already
produced dramatically effective results, furthering the company’s mission
to access only legitimate human traffic on verified, trusted
properties.
About MediaMath
MediaMath’s technology and services help brands and
their agencies drive business outcomes through programmatic marketing. We
believe that good advertising is customer-centric, delivering relevant and
meaningful marketing experiences across channels, formats and devices. Powered
by advanced machine learning algorithms that buy, optimize and report in real
time, our platform gives sophisticated marketers access to first-, second- and
third-party data and trillions of digital impressions across every media
channel. Clients are supported by solutions and services experts that make it
simple to activate our technology. Since launching the first Demand Side
Platform (DSP) in 2007, MediaMath has grown to a global company of nearly 700
employees in 15 locations in every region of the world. MediaMath’s clients
include all major holding companies and operating agencies as well as leading
brands across top verticals.
their agencies drive business outcomes through programmatic marketing. We
believe that good advertising is customer-centric, delivering relevant and
meaningful marketing experiences across channels, formats and devices. Powered
by advanced machine learning algorithms that buy, optimize and report in real
time, our platform gives sophisticated marketers access to first-, second- and
third-party data and trillions of digital impressions across every media
channel. Clients are supported by solutions and services experts that make it
simple to activate our technology. Since launching the first Demand Side
Platform (DSP) in 2007, MediaMath has grown to a global company of nearly 700
employees in 15 locations in every region of the world. MediaMath’s clients
include all major holding companies and operating agencies as well as leading
brands across top verticals.
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