The fallout from reports of ad fraud continues for Newsweek Media Group as ad tech vendors say they have stopped selling NMG inventory through their exchanges and networks.
AppNexus and SpotX told The Wall Street Journal last week that they have ended their relationships to sell ads on NMG properties.
Third-party measurement and authentication company DoubleVerify said Thursday that it had identified fraudulent code running on five NMG domains. The code blocks third-party measurement firms from determining if an ad was viewable during a browsing session. DoubleVerify explains that it manipulates browser characteristics to make it appear that the site is delivering authentic and viewable ad impressions, thus inflating the number of billable impressions.
“We have seen this technique used in the past by bots and malware in an attempt to deceive measurement methodologies used by DoubleVerify,” said Wayne Gattinella, president and CEO. “This is the first time we’ve seen this scheme scaled at the publisher level.”
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