AppNexus and SpotX told The Wall Street Journal last week that they have ended their relationships to sell ads on NMG properties.
Third-party measurement and authentication company DoubleVerify said Thursday that it had identified fraudulent code running on five NMG domains. The code blocks third-party measurement firms from determining if an ad was viewable during a browsing session. DoubleVerify explains that it manipulates browser characteristics to make it appear that the site is delivering authentic and viewable ad impressions, thus inflating the number of billable impressions.
“We have seen this technique used in the past by bots and malware in an attempt to deceive measurement methodologies used by DoubleVerify,” said Wayne Gattinella, president and CEO. “This is the first time we’ve seen this scheme scaled at the publisher level.”
[Read the full article on MarTech Today.]
About The Author
Ginny Marvin is Third Door Media’s Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.