What are the best tools and practices to prevent domain spoofing?

Implementing ads.txt and app-ads.txt is a reliable and straightforward way to avoid domain spoofing. These are the text files that list authorized sellers of digital inventory,  From a publisher’s perspective, using ads.txt and app-ads.text helps ensure that only legitimate sellers handle ad inventory, safeguarding reputation and revenue.  On the flip side, as a buyer, checking these files before making bids is a way to validate inventory, making sure it’s authentic and high-quality. Mutual commitment and effort in avoiding domain spoofing enhances trust across the digital advertising ecosystem, making it healthier for everyone involved.

ads.txt and app-ads.txt are great starting points. But when you pair them with a solid supply path optimization (SPO) strategy, the risk drops even further. By streamlining the number of intermediaries and sticking to trusted partners, advertisers can minimize exposure to fraudulent inventory. Regular supply chain monitoring and audits, alongside the use of ads.txt, help both buyers and publishers maintain control over their inventory and keep bad actors out of the ecosystem.

To prevent domain spoofing, it’s best to combine powerful tools and industry best practices such as: 1. Using ads.txt: This file helps verify the authenticity of inventory and reject unauthorized or spoofed requests. 2. Pre-bid verification and post-bid analysis: Pre-bid verification examines each bid request for authenticity, while post-bid analysis ensures that the campaign's actual results match expectations. 3. Implementing SPF, DKIM, and DMARC: These email authentication protocols help verify the authenticity of emails and reduce the risk of domain spoofing. 4. Regularly updating ads.txt files: Ensure that your ads.txt file is up-to-date and includes all authorized sellers and resellers.

El archivo ads.txt fue creado para evitar fraude de domain spoofing... pero desde mi punto de vista está un poco mal pensado el archivo ads.txt... porqué no vale solo con una línea del partner que tiene permiso para monetizar ese dominio ? y que las empresas con las que trabaje ese partner publicitario estén en otro archivo del partner ? Es un poco caótico mantener tantas líneas... A ver si el mensaje llega a la IAB y puede hacer una nueva versión y simplificar el supply chain ;-) Con gusto podría ayudar con la propuesta y poner mi granito de arena en la industria si me piden ayuda.

While ads.txt and app-ads.txt are crucial for preventing domain spoofing by verifying ad sellers, their reliability is in question due to increasing complexities. Recently, these files have grown significantly larger and often contain outdated entries. This bloat not only complicates the verification process but also diminishes the trustworthiness of ads.txt as a source for ensuring ad seller authenticity. It's essential for publishers to streamline and regularly update these files to maintain their efficacy in combatting domain spoofing.

Utilizing automated verification tools, like fraud detection software, can further enhance these efforts. These tools analyze bid requests in real-time, making sure that the supply chain is not only visible but also secure. Plus, partnering with third-party verification companies can help validate the data in sellers.json files and SupplyChain objects, ensuring their accuracy. This layered approach—combining transparency with proactive fraud monitoring—provides a more complete solution to fighting domain spoofing.

From a programmatic advertising standpoint, ensuring transparency within the ad ecosystem is equally important. This is where sellers.json and SupplyChain objects become valuable tools. Sellers.json functions as a verified seller registry, akin to ads.txt, but with enhanced granularity. It provides ad buyers with crucial details about authorized sellers of ad inventory. In the unfortunate scenario of an ad intended for a reputable news site being displayed on a spoofed website, sellers.json and SupplyChain objects empower ad buyers to trace the ad path and identify unauthorized sellers. This fosters a more robust and trustworthy programmatic environment.

Implementing sellers.json and SupplyChain object aims to increase transparency in ad buying. However, a significant limitation is that these tools are controlled by traffic suppliers who could manipulate data for their benefit. This manipulation can undermine the tools' effectiveness, potentially allowing domain spoofing to persist by presenting inaccurate seller information. Ensuring data accuracy and integrity is crucial for these tools to function as intended.

Hay que utilizar ads.txt y sellers.json, también trabajar con empresas serias, pero lo más importante siempre es que se cumplan los KPIs de los anunciantes... los KPIs mandan siempre !

Preventing domain spoofing? It's all about transparency. Implementing sellers.json and SupplyChain object is crucial. These tools reveal the identities and roles of intermediaries in ad transactions. Sellers.json is a transparency file, while SupplyChain object traces each seller's role. Used effectively, they ensure authentic and trustworthy ad exchanges, enhancing both security and accountability in the digital advertising ecosystem.

Pre-bid verification/post-bid blocking is useless if the fraudsters lie in the bid request. Ads.txt and Sellers.json have not solved this problem to date because they are not enforced. Adalytics caught Gannett mis-declaring URLs for local news sites and the verification companies missed it for 9 months. Nothing has materially changed since then that would prevent that situation from occurring again. Preventing it requires working with a limited number of publishers and SSPs and knowing where to buy legitimate inventory. Following that up with an advanced analysis of log files is key though because even with those best practices domain spoofing can slip through. This is far more complicated than anyone can state in 750 characters.

Pre-bid verification and post-bid analysis impact can further be enhanced with the help of machine learning algorithms. These algorithms can identify patterns of fraudulent activity over time and adapt to new forms of spoofing that may bypass standard filters. When you pair these tools with detailed campaign performance metrics, you can dig deeper into post-bid analysis and quickly address any inconsistencies. This blend of real-time detection and advanced post-bid insights creates a robust defense against domain spoofing, while also optimizing ad performance.

Prebid verification makes no sense in any way. It doesnt work simply because it is not independently measured and the information available in the bid is meaningless from fraud detection point of view. Post-bid verification is far far better since it can be independently measured and more sophisticated checks are be built to validate the IVT traffic. However the icing on the cake is to use POST Impression analysis (clicks / visits) to further support the post-bid analysis to uncover even more sophisticated fraud. Even in a brand campaign there is merit in looking at clicks to understand the quantum of invalid traffic! And use the learnings as a feedback loop into the post-bid analysis for better channel selection and placement selection

No sirve, lo mejor es la confianza como en todos los negocios, trabajar con redes que sabes que son legales y trabajan realmente con las webs que quieres conseguir y hacer deals programáticos.

Pre bid verification is not quite effective however Post bid analysis is certainly more beneficial if application of ML can define a pattern and invalid bidders & Fraudsters can be exempted from the supply chain Having said that it is an ever evolving space and fraudlent tech have also become sophisticated....the best way is to keep updating the ads.txt files and keep an eye on the pulished sellers.jason

Fostering a culture of collaboration across all stakeholders can really make a difference. Setting up regular workshops or training sessions with partners, publishers, and even clients helps everyone stay sharp in spotting and tackling new threats. Sharing real-world case studies and examples of domain spoofing and practical prevention strategies also boosts collective awareness. Keeping communication open and feedback flowing ensures that everyone in the supply chain stays on the same page and takes a proactive stance against fraud.

To prevent domain spoofing, education is key. Stay updated on ad fraud trends and share knowledge with partners. It’s vital to understand the risks and recognize fraudulent activities. Use resources like industry blogs, webinars, and events for continuous learning. Open communication with your network further strengthens this approach. #linkinbio for more strategies.

Fraud happens where people are, and people are on porn & piracy. These should always be your first stops when looking for spoofing / embedded pages, since they have the hardest time monetizing transparently.

A base para qualquer iniciativa de sucesso é o conhecimento, e no universo programático, não é diferente. Esse mercado está em constante evolução, agregando novas soluções tecnológicas e gerando oportunidades. Entretanto, tudo o que é novo traz consigo um certo desconhecimento, o que pode abrir espaço para atividades suspeitas e fraudulentas. Dessa forma, acredito que um dos melhores caminhos para combater essas práticas maliciosas está no estudo contínuo e na aprendizagem diária sobre o mercado de mídia programática e os meios relacionados. Gosto de acompanhar especialistas e canais especializados no tema, mas minha principal fonte de informação são os fóruns e FAQs das próprias plataformas.

While domain spoofing & Ad fraud are most important in current scheme of things , these are the least discussed topics in industry forums. More conversation brings more awareness and lesser frauds. Unsafe platforms, betting, gaming, pirated movie apps, adult are the major spaces where you can be targeted. Industry needs to join hands against this menace since it breaches the trust of both users and advertisers.