Ginny Marvin says, “To fight malicious activity in the programmatic advertising ecosystem, the Trustworthy Accountability Group (TAG) is aiming to create a master blacklist of IP addresses associated with driving fraudulent bot-generated ad requests from data centers.

In the new pilot, Google’s database of data center IP addresses will lay the foundation for the blacklist. Other ad tech leaders partnering in the effort — Facebook, Yahoo, Dstillery, MediaMath, Quantcaast, Rubicon Project and TubeMogul — will add to it with their own blacklists and internal data.

“Industry leaders like Google are stepping up to the plate to provide the information and tools we need to block fraudulent and illegitimate ad traffic at its source,” said TAG CEO Mike Zaneis. “This program is another piece of the interlocking set of solutions TAG is building to fight fraud across the entire ecosystem. The industry is galvanizing its efforts and we will win the war against fraud.”

A Google blog post added that the blacklist will include bots that are running in data centers but have avoided inclusion in the IAB/ABC International Spiders & Bots List, a list that includes submissions from IAB members and is updated monthly”.

Google Database Sets Foundation For Ad Tech’s Master Blacklist Of Bad Bots

Marketing Land

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