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…, they don’t have sales or ad ops teams to support such deals.) This makes participating in private marketplaces generally a safer option for marketers. One downside to private marketplaces, however, is that they limit scale, which is one of the main benefits of programmatic buying. If you run a retargeting campaign, for example, you want to find your…
In the first two installments of this ad fraud series, we examined what ad fraud looks like and discussed the reasons why ad fraud exists. In this third installment, we look at the various participants in the supply chain, and determine who should be responsible for stopping ad fraud. The programmatic ad ecosystem is very compartmentalized in nature.