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This piece by MORGANMEAKER is great, though even it cannot cover all the incentives to create and obscure fraud in the ad tech ecosystem. acfou hits a bunch of important points in here. wired.com/story/bots-online-advertising/Permalink On twitter.com
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Big things that goes unmentioned: antifraud tech has no incentive to work because they use buyer leverage to shake down publishers and SSPs, which means they get paid by buyer and seller AND middlemen and as a result are incentivized not to work properly (and mostly don't)...Permalink On twitter.com
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It's as if your stock broker was paid by you to give you advice & execute operations AND they were paid by boiler rooms pushing penny stocks AND they were paid by companies you might want to invest in (or not) AND you couldn't verify they were investing your money where you askedPermalink On twitter.com
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Unmentioned though implied: agencies use the difference between different reporting mechanisms to claw back money theoretically on behalf of advertisers, but really for themselves. Chronotope/1078006142821896193?s=20&t=72cHNal4AzXkhmPEvtK0QwPermalink On twitter.com
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And the big one that I'm regularly told is that while most participants in ad tech's supply chain have to issue a refund if fraud is discovered, ad exchanges mostly get paid if they route buyers towards fraud or not, and therefore have no incentive to improve.On twitter.com
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You can read more about this in my thread from 2018. I try to keep it up to date. Chronotope/1078003966863200256?t=a_GJwd4LL_M6v19kZOmcgg&s=19Permalink On twitter.com
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