Unilever's Planned Publisher Network Leaves Some Experts Skeptical

They say it puts the onus on the entirely wrong party


Unilever’s Trusted Publisher Program—essentially a whitelist of publishers—was introduced under the guise of better battling fraud, but some experts are skeptical, saying they’ve seen this movie before.

Industry experts muttered under their breath during the announcement by the consumer-packaged-goods company (CPG) about how Unilever has made claims like this before in the name of stopping fraud.

One ad fraud expert, who requested anonymity to avoid industry backlash, referred to Unilever as a “revolving doorway” of claims like this.

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