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.
