As the online ad industry races toward a full-throated embrace of programmatic ad buying, it's been rocked by a set of serious challenges: bot-driven traffic, ghost publishers and charges of out-and-out fraud.
One ad exchange says it's taking unprecedented steps to fight back while hopefully establishing itself as the safest place to do business in the ever-more-automated ad world. OpenX, an independent exchange positioned as an alternative to the market leader Google's AdEx, has built a proprietary set of tools and a system designed to automatically suss out and block suspect traffic.
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