The Sun’s exposé on brands appearing on illegal and offensive websites has sent nervous ripples through the sector – but Adloox’s CEO, Marco Ricci, says these mistakes could have been prevented.

Industry must push verification deeper – and work harder with agencies, clients and networks to ensure bot exclusion on DSPs and exchanges, writes Marco Ricci, CEO of Adloox.

Despite some high-profile commitments from agency trading desks to ‘eradicate’ ad fraud, Marco Ricci, CEO of Adloox, says industry is being deceived.

Online ad fraud is getting smarter, bots are evolving to mimic humans and agencies are bidding for fake and unsafe ad space. So why is the industry burying its head in the sand? asks Marco Ricci, CEO of Adloox.

A viewablity standard does little to improve the odds of a client’s ad actually being seen, and it does even less to effectively tackle the more serious problems of fraud and campaign inefficiency, says Marco Ricci, CEO of Adloox.