Google recently said it would issue refunds to some advertisers who used its systems to purchase “invalid traffic,” including spoofed ad space. The Financial Times estimated this week that $1.3 million worth of fake FT.com ad space is sold each month, according to Digiday. And more broadly, publishers worry spoofing could shake marketers’ confidence in buying online ads altogether. “Premium publishers are getting hurt because [exchanges] are not properly policing their marketplaces,” said Matt Prohaska, whose company, Prohaska Consulting, has helped major online publishers develop and deploy automated online ad sales strategies. It also enables publishers to signal to exchanges they aren’t imposters when they offer their ad space up for sale.

Source: Wall Street Journal September 28, 2017 13:00 UTC