What the Industry's New Plan to Fight Ad Fraud Gets Wrong -- and Right

The Interactive Advertising Bureau's Tech Lab recently released a blueprint of sorts that, in theory, would prevent another Methbot from happening. Methbot, of course, is the ad fraud attack from late last year that has been crowned by some as the biggest in history. (Others disagree.) The IAB's effort, blandly dubbed "ads.txt," has been applauded by both publishers and ad tech vendors as a step in the right direction in the fight against ad fraud. But that doesn't necessarily mean it will succeed.

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