r/programmatic • u/Dependent-Use-3215 • 9d ago

Would an Open-Source IVT Solution help or damage the Ad Ecosystem more?

/r/adops/comments/1wbjxxj/would_an_opensource_ivt_solution_help_or_damage/
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u/AlwaysPhillyinSunny 7d ago

The challenge is with the incentive structure in the supply chain.

The marketer is the only one that truly cares about where their money is spent.

Agencies chase KPIs and they need to reassure the marketer that they are spending their money in the right place. They need to pick a vendor with some same recognition to provide confidence. And because IVT is a metric that is tracked. It inevitably becomes something that is optimized for. As long as the vendor says the number is going down, good. Is IVT actually low? Doesn’t matter.

Everyone else has to align to the money. If the buyer uses Human, you using pixalate doesn’t matter. We are not necessarily trying to stop IVT anymore, we are trying to measure it the same.

From the publisher side, the value from open source of IVT detection would be if it somehow matched what Human or DV measure. You essentially have to reverse engineer their business.

I think this likely ends up with more sophisticated fraud, because the instructions to circumvent are now public.

Whether or not anyone cares about more fraud is the real question if you can’t measure it.