October 30, 2014
Your Ad Ran Here (Not Really)
URL Masking Is Another Type Fraud Plaguing Automated Ad Buying Marketplaces
Though lucrative bot fraud gets much of the digital advertising industry’s attention, so-called URL masking, where publishers misrepresent their URLs to buyers, is another growing problem. “We see it as a major threat to the validity and the integrity of the exchanges out there,” said John Murphy, who leads traffic quality efforts at ad-tech company OpenX and is charged with fighting URL masking.