Adtech faces a growing problem with the transparency and accountability of the resellers.
Damage from fraud related to domain spoofing and other security breaches resulted in $19 billion loses for advertisers in 2018 alone. A report by Statista (Global Cost of Digital Ad Fraud 2022, n.d.), estimates that ad fraud damages will touch $81 billion by 2022, and $100 billion in 2023.
The industry is trying various frameworks to combat this defect of the ecosystem. IAB (Interactive Advertising Bureau) recommends publishers to implement ads.txt, a file with verified sellers of the publisher’s inventory. This allows advertisers to detect unauthorized resellers and prevent fraud in the early stages of programmatic buying.
Ads.txt is currently available only for Desktop traffic, but the IAB lab is also working on the mobile version. They are also working on problems with scaling the ads.txt protocol to make it flexible for resellers. In addition to ads.txt, IAB lab introduced sellers.json, a mechanism for buyers to discover direct sellers or intermediaries in the selling of digital advertising spots.
Source: 16 Programmatic Trends Shaping the Advertising Industry in 2022 [UPD] | Admixer Blog. (2021, March 3). Admixer.Blog. https://blog.admixer.com/16-programmatic-trends-shaping-adtech-industry-2020/#:~:text=16%20Programmatic%20Trends%20Shaping%20the%20Advertising%20Industry%20in