Programmatic advertising has leveled the playing field of digital marketing. Thanks to the auction environment of the real-time bidding (RTB) landscape, small and mid-sized agencies and marketers of all size and scope can leverage powerful and precise digital advertising tools.
Naturally any new and massive market opportunity will also include several negative externalities. One of the biggest concerns of the entire programmatic landscape is the risk of fraud. While this risk is certainly real, there are plenty of steps advertisers can take to ensure they are buying high-quality ad placements. In doing so, marketers and their agency partners can maximize their programmatic results and drive efficient ROI. With that in mind, here are three key steps advertisers should take to prevent programmatic ad fraud.