Google Research Could Have Just Found a Solution to This Internet Problem
Alphabet Inc's (GOOGL) - Get Report Google has been working with media companies including Comcast's (CMCSA) - Get Report NBC, CBS Corp (CBS) - Get Report and the New York Times (NYT) - Get Report to stamp out bogus digital advertisements in a new initiative called ads.txt, Business Insider reported.
Ad "spoofing" happens when culprits buy cheap ad space on low-quality sites and falsely list the site as a premium one at a higher price, enticing advertisers to buy spots that will never run on the premium site they're told it will.
The ads.txt initiative had Google's media partners shut off all programmatic ads for short periods of time while Google searched for what ads were "listed" on their site by fraudsters. Google found thousands of ad spots still listed on the media sites, even though none were actually available.
Ad exchanges are banking on a technical solution to the digital dilemma, with some supporting ads.txt while others branch out on their own technological research. AppNexus said it is a "strong proponent" of ads.txt. Verizon's (VZ) - Get Report Oath said it has "invested in proprietary technology" on its buying platforms.
Alphabet stock traded slightly down premarket.
Alphabet is a holding in Jim Cramer's Action Alerts PLUS Charitable Trust Portfolio. Want to be alerted before Cramer buys or sells GOOGL? Learn more now.
More of What's Trending on TheStreet:
- History Doesn't Always Repeat, and Keep Tech in Your Portfolio: Market Recon
- The 5 FANG Stocks of the Dotcom Era -- and Where They Are Now
- Bored With Cream and Sugar? You Can Now Add Weed to Your Morning Joe
- Consuelo Mack: There Are Many More Women Getting Into Financial Journalism
- BMW Has One of the 10 Hot New Luxury Cars Priced Over $100,000 That You Could Buy Today
- Quiz: Which Company Makes Your Favorite Junk Food?
