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Seven months ago, Procter & Gamble Chief Brand Ofr Marc Pritchard--arguably the world's best affecting marketer--ounced that "the canicule of giving agenda a canyon are over. It's time to abound up. It's time for action," during a allocution at the Interactive Announcement Bureau's Annual Leadership Summit in Florida.

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Today, it appears Pritchard's alarm to accoutrements is advancing to fruition.

The Trade Desk, which primarily provides software that acts as a one-stop boutique for agencies to buy agenda ads, and wse agenda of audience includes P&G, appear Thursday that it has addled a "game-changing" accord with cyber-security accouterments White Ops that, in theory, suld finer baffle bad actors from sipning ad dollars from marketers for impressions never apparent by humans.

It's a adapted attempt at battling Google and its DoubleClick Bid Manager, as the account comes aloof three canicule afterwards The Wall Street Journal appear that Google was arising refunds to advertisers wse ads were apparent to bots and not humans. But Google alone reimbursed them a "platform fee" of 7% to 10%, abrogation abounding marketers disgruntled.

"What we're accomplishing against the way Google has responded, is Google is giving credits for arti afterwards the fact," Jeff Green, CEO at The Trade Desk, tells Ad Age. "We're preventing it from anytime actuality bought because we're scanning aggregate in advance."

Most marketers ability not apperceive that demand-side platforms ysis accidental batches of served impressions for arti afterwards the fact, as blockage every distinct consequence is costly. They do know, wever, is aback they abatement victim to ad fraud, they're reimbursed for a allocation of their ad absorb afterwards the accident has been done.

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The Trade Desk's accord with White Ops signals a above about-face as White Ops will browse every impression, in absolute time, afore marketers alike accept a advenious to bid, which agency audience won't pay for impressions accounted counterfeit by White Ops.

"Other companies will allocution about angry fraud, but they don't," says Green. "They advertise fear."

Back in May, P&G ditched its now-defunct demand-side belvedere AudienceScience to move its North American programmatic affairs operations to The Trade Desk. P&G's Pritchard has been actual articulate about w the programmatic aculation alternation needs to be operated, about adage the agenda ad industry won't get its ad dollars unless it gets its act together.

Altugh The Trade Desk doesn't see all of P&G's business, its contempo move--suld it prove effective--could advice it win added of it. P&G spent added than $4.3 billion in U.S. announcement aftermost year.

Demand-side vetting

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Green says it was arduous aggravating to amount out w to apparatus White Ops' aegis measures on its demand-side platform. "Fraud exists on sell-side platforms and in some cases, they are complicit," Green says. "We're vetting the behest from the demand-side."

"The cyber abyss themselves are in an accoutrements race--they are heavily adjourned and face no after-effects if they're caught," White Ops CEO Sandeep Swadia tells Ad Age. "The composure we've apparent in the aftermost nine months has been crazy, as it's accepting harder for addition after cyber aegis and a game-theory accomplishments to bolt arti afore it happens."

White Ops and The Trade Desk will co-locate servers and abstracts centers in North America, Europe and Asia to browse every acquiescent ad consequence in real-time, a convenance accepted with high-frequency trading in the banking markets.

Ad arti costly

As it stands today, angry arti is costly. One dollar spent on agenda advertising, for example, gets burdened by sell-side platforms, demand-side platforms, exchanges and, eventually, advertisers. "We can, in one place, ane arti for all tse enies to the point that it's economically aberrant for them not to use our protection," Green says.

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Nobody knows w abundant is absent to ad arti anniversary year, but abounding accede that the cardinal is in the billions. Adloox, an ysis ysis company, claims $12.5 billion was sipned from marketers in 2016. White Ops pegs the cardinal at $7.2 billion, but in May said it will absolutely go bottomward to $6.5 billion in 2017. (Adloox, meanwhile, says it will go up to $16.4 billion the aforementioned year).

Premium publishers acceptable to embrace Trade Desk's move

Meanwhile, Index Exchange, a sell-side belvedere that works with The Trade Desk as able-bodied as publishers like Conde Nast, Time Inc. and the Washington Post, says exceptional publishers will embrace today's news.

"There's a faculty that, up until this partnership, that the ad industry has been barometer fraud, but not aggravating to get rid of it," says Will Doherty, VP of business development at Index Exchange. "The abrrence of arti is captivation the industry back, and we accept to ensure marketers that the aculation alternation is secure."

It's simple, he adds: "Premium publishers do not accept the aforementioned akin of acknowledgment to ad fraud. It's a continued appendage problem. ... Putting in a added adamant agreement is not activity to affect our exceptional publishers, it's alone activity to advice them."

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