Telaria last month announced a partnership with White Ops to prevent invalid and fraudulent traffic from entering the bid process for any demand-side platform (DSP) transacting on Telaria’s Video Management Platform (VMP). Telaria says that every ad request on Telaria’s VMP, across all screens and formats, will now be scanned by White Ops to prevent DSPs from purchasing fraudulent traffic.
Telaria will eliminate almost all chances of fraud before it ever reaches the buyer with the help of White Ops.
“This integration with White Ops definitively helps combat fraud in the programmatic video ecosystem as close as we can get to the point of entry, in the process creating a more efficient, clean and trustworthy work process between Telaria and our demand side partners. It is critical to the growth and health of the premium video supply market that advertisers feel confident in the quality of the content that supports the advertising experience, as well as in their advertising ROI. It is only when they are confident that they will grow their investments in exciting areas like OTT and CTV. This partnership, along with the fact that our platform is 100% ads.txt compliant across all our video supply, is part of our commitment to our demand partners that they can have a high level of confidence when they transact on the Telaria VMP, and that they will never pay for fraudulent inventory,” said Doug Campbell, Chief Strategy Officer of Telaria.
On the buy side, the DSPs Display & Video 360 (former Doubleclick Bid Manager) are already refunding advertisers when ad fraud is detected. This year, AppNexus announced the same measure, when an advertiser proves the the ad fraud using third party measurement.