Most UK publishers find it difficult to publicly identify supply-side platforms (SSPs) that allow domain spoofing, with fears of serious legal repercussions the biggest reason, according to anonymous executives. Fraudulent behaviour is difficult to pinpoint and the burden of proof lies with the publisher, while SSPs cite contractual obligations when refusing to hand over fraud data. News UK recently revealed marketers are wasting £950,000 ($700,000) a month on fake inventory on its brands, but declined to name the SSPs.
Most UK publishers find it difficult to publicly identify supply-side platforms (SSPs) that allow domain spoofing, with fears of serious legal repercussions the biggest reason, according to anonymous executives. Fraudulent behaviour is difficult to pinpoint and the burden of proof lies with the publisher, while SSPs cite contractual obligations when refusing to hand over fraud data. News UK recently revealed marketers are wasting £700,000 ($950,000) a month on fake inventory on its brands, but declined to name the SSPs.