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While the technical sophistication of programmatic advertising has helped power the open internet for more than a decade, its complexity has shielded bad actors from scrutiny for just as long, resulting in rampant ad fraud that cost the industry $59 billion in 2021, according to Juniper Research.
This fraud directly affects publishers, which occupy the final link in a convoluted supply chain ringed with middlemen.
To help combat the issue, last month the team behind Sellers.Guide, a tool for helping publishers maintain compliant ads.txt