With the rise of machine managed ad buying brand safety has become the talk of the town, making the recent announcement from the IAB Tech Lab introducing the ads.txt initiative appearing in the very nick of time. As stated, a public record of Authorized Digital Sellers will be created, preventing proliferation of counterfeit and unauthorized ad impressions transacted via domain spoofing across the digital advertising market. Check out our explainer article!
Even though the programmatic buying technology has helped advertisers reevaluate the ad buying process that still resembles a black box for many of them, what the project is about to overcome.
Being both easy to adopt and secure, ads.txt is to become one of the major brand safety tools for declaring who is authorized to resell web inventory.
In accordance with our continued pledge to create a transparent programmatic marketing ecosystem, we at VertaMedia fully support the clean-up effort introduced by IAB. This solution is to become an essential component of our brand safety toolkit, bringing the much needed utmost confidence in media quality among the trusted ad tech companies.
As a proud member of the Trustworthy Accountability Group (TAG), the joint marketing-media industry program, created by the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), and Interactive Advertising Bureau (IAB), we are strongly committed to furthering the cause.
“With a decade’s experience in the online advertising market, we know the exact value of trustful business relationships, prioritizing the long-term benefits of our partners over short-term profits.” – Alex Bornyakov, Founder, VertaMedia.
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