Brand Safety Archives - Sovrn, Inc.

The bad guys are getting better. So are we.

sovrnmarketing — Wed, 01 May 2019 19:28:18 +0000

We’re proud to announce that we’ve added the power of White Ops fraud protection to our programmatic exchange.

At Sovrn, we’ve always been industry leaders in the fight against fraud. We’re one of two exchanges specializing in display to achieve TAG Platinum status for certification against fraud, piracy, malware, and inventory quality. Our invalid traffic rates are among the lowest of any major supply side platform.

However, we also recognize that in this industry you can’t rest on your laurels, and that ad fraud becomes more sophisticated every day. That’s why every bid request we submit to demand partners is now inspected, audited, and certified by White Ops to prevent fraud.

White Ops is the industry leader in accurately detecting and preventing sophisticated ad fraud schemes. Their advanced technology deeply investigates individual impressions to shine a light on even the most evasive bots. This means the best fraud protection in the industry for Sovrn advertisers and publishers.

This new level of protection strengthens our already robust site quality evaluation. Every domain that applies to our exchange goes through a 25-step audit by two humans. Then we use best-in-class, accredited inventory quality vendors—Integral Ad Science, Pixalate, SimilarWeb, Adloox and now White Ops—to protect brands and their ad spend. This ensures all Sovrn publishers add measurable value to our demand partners—offering engaged audiences, authentic content, and viewable ad layouts—with fewer brand safety risks.

Fighting ad fraud is a never-ending battle, but it’s a necessary one. Bad actors in our industry are constantly getting better, but so are we.

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What’s an Interest-Based Publisher and Why Should Advertisers Care?

webhank — Fri, 01 Mar 2019 15:36:44 +0000

It’s no secret we do things differently here at Sovrn. As an ad exchange that doesn’t play the game like everyone else, we’ve found our niche in enabling the best interest-based publishers on the web. We work with these publishers to prevent brand safety issues, filter out fraud, and increase viewability. Then we package up their inventory and make it available to advertisers.

But what is an interest-based publisher? Isn’t every publisher interest-based in one form or another?

Good point. Content is consumed first and foremost because of interest. When we talk about interest-based publishers at Sovrn, we’re thinking of mid- and long-tail publishers who sit outside the mainstream but provide significant value to their readers. One of our favorite such publishers on the Sovrn exchange is Instructables.com.

Instructables is for people who love to have fun making stuff. It contains thousands of step-by-step, community-powered how-to guides for consumers to create, share, and revel in the awesomeness of making just about anything. The site was created by Eric Wilhelm and Saul Griffith in August 2005, and is currently owned by Autodesk. Instructables started working with Sovrn in 2016.

According to Lauren Gerber, Yield Manager, Autodesk, the most popular articles on Instructables focus on technology followed by workshops and food. Their audience skews male at 58% and is most popular with the 25-34 and 35-44 age groups. When asked if she had any tips for advertisers who want to make the most out of campaigns hitting Instructables, Ms. Gerber said, “Be authentic and fun.” We think that’s great advice since authentic and fun is a perfect description for the content you’ll find throughout Instructables.com.

Great story, but why should advertisers care about interest-based publishers instead of mainstream sites?

Mid- and long-tail sites give your campaigns several advantages. You’re gaining additional reach. Your ads are less likely to appear near your competitors. You may even find performance advantages to advertising on smaller sites. Think about your own behavior. Are you more likely to pay attention and engage with ads on sites where you feel an attachment to the content or that mega news site where you check in to find out the latest big story and quickly move on to something else?

Sounds good. But aren’t there more brand safety and fraud risks in the mid- and long-tail?

That’s where Sovrn comes in. We know advertisers need to be feel safe when wading deeper into the ocean of the web. That’s why we’ve set up rigorous standards for any publisher who wants to be part of our exchange. Every site goes through a meticulous 25-point inspection by two humans, and we reject far more than we accept. It’s worth it though. We’re one of only five companies to achieve TAG Platinum status for certification against fraud, malware, piracy, and inventory quality.

The bottom line is there’s a lot of upside for advertisers when it comes to interest-based publishers. If you want to hear more about advertising opportunities on Instructables.com or any of the 2,000+ direct, interest-based publishers we work with, hit us up at advertising@sovrn.com.

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Myth-Busting: Sovrn Only Focuses on Publishers

sovrnmarketing — Wed, 20 Feb 2019 17:39:04 +0000

True or False: Sovrn is different from other advertising exchanges. They only focus on independent publishers. Advertisers are less important.

Well, that’s partially true. Sovrn is different, and we pride ourselves on this. While other sell-side platforms focus on getting pieces of the advertising businesses of large media companies, Sovrn is much more focused on enabling the businesses of smaller, interest-based publishers.
But this doesn’t mean we neglect our advertising partners and exchange. In fact, it’s precisely the opposite. Because our business model is hyper-focused on enabling small, independent businesses, it’s more important than ever that we run the cleanest and safest exchange possible for advertisers.

Major media companies have the option of working with multiple sell-side partners. If one fails them, they can move on to another with barely a blip in their bottom line. Smaller, interest-based publishers often don’t have that luxury. For many of these independent media businesses, Sovrn is their lifeline. If we fail them, we put businesses and livelihoods at risk.

When you combine this with our need to make sure advertisers are safe wading deeper into the ocean of the web, it’s no wonder that we’ve long been industry leaders in protecting advertisers return on ad spend. We’re one of only five companies to achieve TAG Platinum status for certification against fraud, malware, piracy, and inventory quality.

If we don’t protect the quality of our exchange, advertisers walk away, and the publisher businesses we enable will no longer thrive. The fact that we focus on smaller, interest-based publishers does indeed make us different, and it’s precisely why we strive to be the cleanest, safest, and highest performing exchange out there.

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Sovrn Achieves TAG Platinum Status for Certification against Fraud, Piracy, Malware, and Inventory Quality

Sovrn Publisher Advocate — Fri, 04 Jan 2019 16:35:01 +0000

We believe that the best brands and publishers deserve the best programmatic partners. We’re dedicated to providing one of the cleanest ad exchanges in the world—not just because it gives our demand partners the confidence they count on to reach their goals, but because it’s good for the entire industry.

That’s why we’re proud to be one of only five companies awarded Platinum Status by the Trustworthy Accountability Group (TAG). Sovrn was one of the first companies to receive all four TAG Certifications on fraud, piracy, malware, and inventory quality, and we continue to push for a better programmatic marketplace by calling for all exchanges to embrace transparency, efficiency, and fair-market principles.

“Not only is platinum the heaviest of the precious metals, it is also impervious to corrosion, so we felt that TAG Platinum was an appropriate designation for those companies that have taken all of the steps necessary to ensure that their digital advertising operations are impervious to the corroding effects of fraud, malware, piracy, and lack of transparency,” said Mike Zaneis, CEO of TAG.

Whether we’re leading the fight against ad fraud or applying our proprietary 25-step audit to every new domain we work with, we make sure that every Sovrn publisher adds measurable value to our demand partners. We deliver engaged audiences, authentic content, and viewable ads—with fewer brand safety risks.

This achievement only reinforces what we’ve always believed: for the programmatic industry to continue to grow and thrive, we must embrace honesty and transparency. We’re honored both by the award and by the opportunity to continue pushing programmatic advertising towards greater potential—and greater success.

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Major Ad Exchanges Commit to Full Transparency, Efficiency, and Fair-Market Principles

wknapp — Tue, 16 Oct 2018 23:38:28 +0000

In an open letter to advertisers and publishers, Sovrn, Rubicon Project, OpenX, PubMatic, SpotX, and Telaria, pledged to uphold a set of Marketplace Principles that promote clarity and trust. These Principles will serve as a starting point for TAG (Trustworthy Accountability Group) compliance and accountability certifications that publishers, buyers, and their representatives can rely upon when making programmatic advertising decisions.

Sovrn is committed to transparency, efficiency, and maintaining a fair programmatic marketplace. We believe that these Principles will make our industry better for all participants, and today, along with our industry colleagues, we’re proud to solidify those commitments.

We will follow a similar process to when Sovrn played a leadership role in the development of industry-wide Anti-Fraud Principles. The next phase of developing a measurement and certification process, will involve broad feedback and collaboration from all participants of the marketplace. Alongside brands, agencies, DSPs, and publishers, TAG will develop a standardized code of conduct, based on the Principles below, that will further the trust, confidence, and growth of programmatic advertising.

We hope that all ad exchanges will join us in adopting the Principles. Joining forces, pledging to uphold best practices, and agreeing to ethical trading will help secure a more open and robust future for digital advertising.

The open letter—signed by the CEOs of six major exchanges—outlines three core market Principles: Efficiency, Transparency, and Fair-market. We are proud to be a part of this consortium, and we’re committed to doing our part to ensure that programmatic has a bright and sustainable future.

1. Efficiency: Efficiency reduces transaction costs by eliminating waste and fraud.

Total Quality Assurance
- 100% of ad creatives scanned for malware and other quality issues
- 100% of all domains and apps reviewed for brand safety, ad count, refresh rates, and audience quality
- 100% of ad requests scanned and filtered in real time for invalid traffic
- Fully certified by TAG (Trustworthy Accountability Group), including validation by an independent 3rd party
Standardized Formats
- All advertisements compliant with the Better Ads Standards developed by the Coalition for Better Ads. For more information, see BetterAds.
Elimination of Infrastructure Waste
- For each unique ad request from a publisher for a specific ad format, auction type, or Deal ID, an exchange will send a maximum of one unique bid request to the DSP

2. Transparency: Transparency establishes clear business practices necessary to maintain trust among participants in the supply chain.

Fee Transparency
- No hidden fees of any kind. One clear fee assessed per auction, with fee arrangements made explicit to the party being charged
Fully Auditable Supply Chain
- Auditability of supply source, requests, winning bids, impressions, and clicks through every step in the supply chain
Transparent Change Notification
- Any changes or modifications to marketplace design that may alter performance for buyers are clearly communicated in advance of going live within a reasonable and agreed upon timeframe

3. Fair-Market: Fair-market principles establish clear and unambiguous ground rules that balance the objectives of all marketplace participants.

Clear Auction Rules
- All bid requests will specify the auction type (e.g., whether the auction is 1st or 2nd price)
No Undisclosed Business Arrangements
- No undisclosed business arrangements (such as kickbacks or rebates) that could unnaturally influence spend away from fair market values and principles
No Biased Auction Mechanics
- Actions such as non-transparent bid-caching or proprietary container preferencing that could undermine the integrity of the fair auction are forbidden

Principles for a Better Programmatic Marketplace: An Open Letter to Advertisers and Publishers

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Sovrn’s View on Bid Caching

Sovrn Publisher Advocate — Tue, 21 Aug 2018 15:59:35 +0000

Some of you may have come across the term “bid caching”, which has rightfully generated concern across the press recently.

For the record, Sovrn believes in running a clean, safe auction where all partners operate on a level playing field.

Trust and transparency are of paramount importance to Sovrn and as such, we:

Have never employed strategies such as bid caching to manipulate auction results and do not condone the use of this approach
Do not condone bid manipulation of any kind
Have undergone all of the leading 3rd party audits including IAB Gold Standard, TAG and JICWEBS for brand safety, anti-fraud and other compliances
Fully support ads.txt and work relentlessly to encourage our publishers to adopt these positive initiatives
Have implemented a free Consent Management Tool (or CMP) to help publishers to comply with GDPR
Developed unique technology to help publishers solve viewability and deliver higher value ad units to buyers based on user engagement
Never charge a buy-side fee

We will continue to invest in trust and transparency initiatives and look forward to sustaining a market that grows stronger through a unified view of these issues.

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My Website Was Cloned! What Should I Do?

Sovrn Publisher Advocate — Wed, 21 Mar 2018 16:27:48 +0000

Recently, Sovrn discovered that a website owned and operated by one of our publishers had been cloned. The cloned site exactly mirrored the legitimate site’s layout and design, but it had porn-related links, images, and content. To our knowledge, nothing like this had previously happened to a publisher in our network, so we took quick action to get to the bottom of it. To keep your content and website safe, here are some website security recommendations to prevent this from happening to you!

Find out if your website has been cloned:

Use Google Alerts: Google Alerts allows you to search the Internet to see if your content is in other places than just your domain. To start, simply go to Google Alerts, copy and paste a portion of your article into the search query and provide your email so Google can email you the results of the search. You can adjust the settings in Google Alerts to notify you on a daily, weekly, or real-time basis. This is a great place to see if articles have been copied, and you can create as many alerts as you’d like.
Use online tools: In addition to Google Alerts, there are a number of other online tools to help keep your online content safe and secure. CopyScape is a free plagiarism checker. It is a detection service that allows you to check whether your text content appears somewhere else on the internet. Additionally, TinEye and Berify are great tools to help keep your images from being copied.

What you should do if your website has been cloned:

Find the owner: Search the cloned site for any contact information of the user that has copied your content. If you cannot find the owner or contact information of the person that has copied your content, contact the website hosting service that hosts the site. To find this information, go to Who is Hosting This, type in the URL of the cloned site, and the search results should return the web hosting service responsible for hosting the website. Typically, web hosting services will take down the entire site that has posted your content. The web hosting service will provide you with a form to fill out and submit that ensures you are the rightful owner of the site.
Send a DMCA takedown notice to the web hosting provider: DMCA is the Digital Millennium Copyright Act. The law was enacted on October 28, 1998 to create an updated version of copyright laws to better regulate digital material. A DMCA takedown is a content owner’s right to request that material be taken down if the owner’s property is found online without permission. To learn more about DMCA takedown, please see: DMCA Takedown.

How to protect your site from being cloned:

Secure your code: If you are working with a developer, ask them if they have added security measures to protect your site from potential theft. If they have not, they should encrypt the code and add layers of protection to keep your site safe. Additionally, your web developer can disable the copy-paste function by adding script in your source code to prevent hackers from copying your content.
Copyright your page: A great way to protect your online content is to register your website’s copyright. To register a copyright, you must either be the author of the content or have rights granted by the author. You can register your online work with the US Copyright office for as little as $35.00. A great resource for more information on copyrighting can be found at Legalzoom.

Has this happened to you? What steps are you taking to prevent your site from being cloned? Join the discussion & post your comments, tips, and questions!

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Get your hands on one of Sovrn’s swanky new pads and pens?

sovrnmarketing — Wed, 28 Feb 2018 14:23:29 +0000

Have you been lucky enough to get your hands on one of of Sovrn’s new notebooks and pens? If you happened to be at IAB’s Annual Leadership Meeting in Palm Desert, from 11th to 13th February, then you may already have one! These are not ordinary notebooks, these are RocketPad Smart Notepad. Paired with the free RocketBook app (iOS or Android), you can blast your notes to the cloud, instantly to your email, and lots more.You can see more on how it works here. If you don’t have yours yet and you’d like to get your hands on one then please get in touch at info@sovrn.com to get yours now!

Please note – there is limited availability.

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Sovrn Registered in IAB UK Gold Standard Initiative

sovrnmarketing — Tue, 09 Jan 2018 18:18:08 +0000

In an effort to raise standards in digital advertising and address key issues facing the industry, the Internet Advertising Bureau (IAB) UK has launched the IAB Gold Standard initiative.

The initiative is designed to address such issues as ad fraud, brand safety and the overall digital advertising experience, with the result being Gold Standard certification for participating companies. Sovrn is among an initial list of companies who have registered for this process.

“A healthy internet is one that delivers a quality uncluttered experience for readers and helps digital buyers have trust in the audiences and content they are buying against,” says Sovrn CMO Andy Evans. “This initiative is an excellent step forward, and as a company that not only ticks all the boxes recommended by this initiative (and many more) we applaud this step forward.”

Initially, the IAB UK Gold Standard has three fundamental aims:

Reduce ad fraud by implementing the ads.txt initiative on all sites carrying ads
Improve the digital advertising experience by adhering to LEAN principles, the Coalition for Better Advertising standards, and never using the 12 ‘bad’ ads
Increase brand safety by working with JICWEBS with a view to becoming certified or maintaining certification

The British initiative builds on the standards set by the U.S.-based IAB, IAB Tech Lab, and Coalition for Better Ads (CBA). IAB U.S. said they are “confident that a similar model, in combination with guidance and programs established by the U.S. Media Rating Council (MRC) and Trustworthy Accountability Group (TAG), will soon enable new uniform brand safety guidelines worldwide — and are activating on this strategy.”

At Sovrn, we feel that this move is a big step towards building trust in the industry.
“We encourage all our peers to get audited and follow these steps,” says Evans, “as well as all other industry initiatives that support a better web.”

Currently more than two dozen companies have registered for the IAB UK Gold Standard. The next step is certification, and this process will take place beginning in early 2018.

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Sovrn Again Ranked Among the Most Trusted US Sellers by Pixalate

Sovrn Publisher Advocate — Fri, 22 Dec 2017 17:00:37 +0000

Sovrn has again been ranked as one of the safest ad networks in the business.

Pixalate released the November 2017 rankings for its Global Seller Trust Index, and Sovrn once again appears in the top 2 for the US.

The Global Seller Trust Index is an independent quality ranking for digital advertising. Ratings are based on an analysis of overall effectiveness assessing factors such as viewability, fraud, engagement, domain masking, network quality and more, in compliance with recognized industry standards.

Fraud detection is a consistent strong point for Sovrn, says Taylor Hamill, the company’s director of operations. So ranking high on this month’s Pixalate index is “a testament to how effective our work has been,” says Hamill. Fraud detection is a key part of Sovrn’s rigorous 25-step publisher approval process, which ensures strong quality and safety standards among our partners.

In addition to consistently ranking among the top sites on this Pixalate index, Sovrn is certified in all four Trustworthy Accountability Group (TAG) programs, and Sovrn UK has earned JICWEBS certification as well.

For the first time this month, Pixalate’s Global Seller Trust Index also includes ads.txt scoring. Sovrn’s ranking in this category is consistent with all the companies listed in the top 5.

A complete version of the Pixalate Global Seller Trust Index, including the methodology, is available for free download on the Pixalate website.

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Ad Fraud Webinar: Best Practices for Programmatic Quality

sovrnmarketing — Thu, 12 Oct 2017 15:03:20 +0000

Sovrn’s VP of Product Strategy, Chris Crawfurd will be on a panel alongside OpenX, Fyber, GroundTruth and Tony Casson from Pixalate, discussing best practices for working with publishers on programmatic quality. These experts will share common ad fraud issues they’ve faced along with unique ways they’ve overcome these challenges. They will also share what they’re doing at an organizational level to reduce fraud and answer the most frequently-asked questions about ad quality.

Register here!
Date: Thursday 19th October
Time: 11am PT / 2pm ET / 7pm UK

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Ads.txt – Why It’s Important to Both Sellers and Buyers

Sovrn Publisher Advocate — Fri, 06 Oct 2017 13:09:16 +0000

What’s the Problem?

With billions of dollars at stake, the digital advertising industry has attracted bad players who are fraudulently siphoning revenue from our industry, costing both publisher and brands dearly. It is estimated that it could cost the ad business over $16 billion globally in 2017 out of a total $85 billion in spend. As a result, the industry is looking for ways to deal with advertising fraud. Ads.txt is at the top of the agenda as a way to help resolve this problem.

What is ads.txt?

Ads.txt is an initiative driven by the IAB Tech Lab that helps publishers declare who is authorized to sell their inventory therefore helping to prevent profit from counterfeit / fraudulent inventory.

The IAB Tech Lab states that its mission is to “increase transparency in the programmatic advertising ecosystem.” The “ads” in ads.txt, the IAB continues, stands for “authorized digital sellers” and it’s “a simple, flexible and secure method that publishers and distributors can use to publicly declare the companies they authorize to sell their digital inventory.”

The idea is simple: Publishers place a file on their server identifying exactly which companies they sell their inventory through.

Why is this important to the buyer?

As publishers adopt ads.txt, buyers will be able to more easily identify the authorized digital sellers for a participating publisher, allowing brands to have confidence that they are buying authentic publisher inventory.

Buyers are also trying to reduce layers of intermediaries — they want to feed more money to the publishers and prefer to work with networks like Sovrn that have a direct relationship with the publisher. So you’re in a good place with us.

Sovrn enables publishers to get access to large buying groups through our simple-to-use platform, which might previously have been unavailable to our content creation partners, therefore benefiting both the publisher and the buyer.

As of October 2017 many key buyers and buying platforms, including Google’s DBM, are making it clear that they will show a preference to publishers with the ads.txt file installed. The director of programmatic at DigitasLBi said in an open letter: “We will be looking to adopt this protocol in our buying as soon as the fourth quarter of 2017, so we encourage your participation as soon as possible.”

“By the end of October, DoubleClick Bid Manager (DBM) will only buy inventory from sources identified as authorized sellers in a publisher’s ads.txt file when a file is available,” writes Ginny Marvin in Martech Today. “Presumably, at some point, ads.txt will be a requirement for DBM.”

Why is this important to the seller?

Ads.txt gives publishers control over their inventory in the market, making it harder for bad actors to profit from selling counterfeit inventory. This is clearly a big issue for major brands, but the adoption across the industry as a whole is important, as it will deliver an industry standard for everyone going forward.

The actual ads.txt file is extremely small and takes almost no time to load. Implementation is relatively easy, and there’s no cost involved.
Another bit of good news for publishers: the Wall Street Journal recently reported that “the average price of ad space purchased through Google’s ad-buying systems has increased over the past three weeks,” thanks to ads.txt.

What next?

Sovrn fully supports the rollout of ads.txt, and we are keen to help our publishers to get up and running immediately. We encourage all our publisher to install an ads.txt file ASAP — this link shows you how.

As more sites adopt ads.txt, buyers will more frequently prefer to buy from sites with the file live. Therefore, we recommend you do this sooner rather than later and make sure you include Sovrn as a trusted source. Also consider familiarizing yourself with the IAB Tech Lab’s spec on ads.txt, a peer-reviewed standard developed with the support of the OpenRTB working group.

Finally, the introduction of OpenRTB 3.0 will bring a new iteration of ads.text in ads.cert, which will endeavor to certify the type of data transferred in an ads.txt file. Note that this is unlikely to see widespread adoption until Q3 2018 or beyond, when most of the major platforms have upgraded to this new version.

Additional resources

Below are some additional useful links related to ad fraud and ads.txt:

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Sovrn UK Verified by JICWEBS for Anti-Fraud Work

sovrnmarketing — Fri, 22 Sep 2017 13:43:45 +0000

Our mission from the outset has always been to build a premium ad network of publishers free of fraud and built on trust, so we’re extremely pleased to announce that we have now also been verified in the UK by the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles by independent industry auditor ABC for Anti Ad-Fraud.

Sovrn has built a strong reputation founded on brand safety, transparency and trust for serving publishers and buyers, and led the way in weeding out sub-standard inventory. As well as receiving this JICWEBS seal, Sovrn was also recently awarded the seal for Brand Safety by JICWEBS, Sovrn also has a collection of seals from TAG (Trustworthy Accountability Group), is a member of the IAB (Internet Advertising Bureau in the UK and the USA) and AOP (Association of Online Publishers UK), and is a part of the Coalition for Better Ads.

The aim of the Good Practice Principles is to inject greater transparency into the UK digital display advertising market, ultimately giving brands greater confidence that their advertising will reach the right audience and will not be associated with content that could jeopardize brand reputation. The organisations that are listed as JICWEBS Anti Ad-Fraud signatories have been awarded this seal for reducing the risk of exposure to ad fraud.

Andy Evans, CMO at Sovrn comments: “Sovrn are incredibly proud to be recognised yet again as an industry leader in anti ad-fraud. We are constantly striving to ensure a safe environment for all of our partners, and this certification is proof that our rigorous 25+ step process offers outstanding assurances to our publishers and buyers.”

The full list of Anti Ad-Fraud signatories can be found on the JICWEBS website here.

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Sovrn Attains ‘Certified Against Malware’ Seal

Sovrn Publisher Advocate — Tue, 01 Aug 2017 10:41:56 +0000

This week, Sovrn is proud to have been awarded a ‘Certified Against Malware’ Seal by the Trustworthy Accountability Group (TAG), for following its strict anti-malware guidelines.

Protecting our publishers and their readers from ad-related malware are of paramount importance to us and we are constantly working with leading industry bodies to ensure safe and transparent programmatic trading of ad inventory on our exchange and have developed a strict process of over 25 steps to ensure industry compliance, brand safety and transparency for our buyers, our publishers and their readers. Building a premium ad network means holding ourselves to the highest standard.

Earlier this year, Walter Knapp, Sovrn CEO, posted a public blog post asserting our views entitled: ‘Stepping Up to the Plate on Trust and Transparency‘ – saying, “We made the right decision to tackle multiple independent 3rd party audits and accreditation across our entire network because we know that this is the absolute best way to ensure our publisher partners get the money they deserve for their work.”

Sovrn also holds the TAG seal for anti-fraud and anti-piracy.

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