Trust and integrity are critical to the digital advertising ecosystem. Investments in our ad traffic quality systems made it possible for us to tackle this ad fraud operation and to limit the impact it had on our clients as quickly as possible, including crediting advertisers.
3ve’s focus, like many ad fraud schemes, was not a single player or system, but rather the whole advertising ecosystem. As we worked to protect our ad systems against traffic from this threat, we identified that others also had observed this traffic, and we partnered with them to help remove the threat from the ecosystem. The working group, which included nearly 20 partners, was a key component that shaped our broader investigation into 3ve, enabling us to engage directly with each other and to work towards a mutually beneficial outcome.
While ad fraud traditionally has been seen as a faceless crime in which bad actors don’t face much risk of being identified or consequences for their actions, 3ve’s takedown demonstrates that there are risks and consequences to committing ad fraud. We’re confident that our collective efforts are building momentum and moving us closer to finding a resolution to this challenge.
For example, industry initiatives such as the Interactive Advertising Bureau (IAB) Tech Lab’s ads.txt standard, which has experienced and continues to see very rapid adoption (over 620,000 domains have an ads.txt), as well as the increasing number of buy-side platforms and exchanges offering refunds for invalid traffic, are valuable steps towards cutting off the money flow to fraudsters. As we announced last year, we’ve made, and will continue to make investments in our automated refunds for invalid traffic, including our work with supply partners to provide advertisers with refunds for invalid traffic detected up to 30 days after monthly billing.
Industry bodies such as the IAB, Trustworthy Accountability Group (TAG), Media Rating Council, and the Joint Industry Committee for Web Standards, who are serving as agents of change and collaboration across our industry, are instrumental in the fight against ad fraud. We have a long history of working with these bodies, including ongoing participation in TAG and IAB leadership and working groups, as well as our inclusion in the TAG Certified Against Fraud program. That program’s value was reinforced with the IAB’s requirement that all members need to be TAG certified by the middle of this year.
A coordinated takedown of infrastructure related to 3ve’s operations occurred recently. The takedown involved disrupting as much of the related infrastructure as possible to make it hard to rebuild any of 3ve’s operations. As the graph below demonstrates, declining volumes in invalid traffic indicate that the disruption thus far has been successful, bringing the bid request traffic close to zero within 18 hours of starting the coordinated takedown.
We’ll continue to be vigilant, working to protect marketers, publishers, and users, while continuing to collaborate with the broader industry to safeguard the integrity of the digital advertising ecosystem that powers the open web. Our work to take down 3ve is another example of our collaboration with the broader ecosystem to improve trust in digital advertising. We are committed to helping to create a better digital advertising ecosystem — one that is more valuable, transparent, and trusted for everyone.