Embracing Ads.Txt, Leading Ad Tech Provider Marfeel Helps Publishers Fight Fraud and Protect Ad Revenue

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To date, 86 Percent of Marfeel Publishers have Implemented the New Standard for Counterfeit Prevention

Marfeel, an ad tech platform that revolutionizes the way publishers create, optimize, and monetize mobile websites, has become a staunch evangelist for ads.txt (Authorized Digital Sellers) among its publisher partners, urging them to adopt the new authentication method, and, moreover, helping 86 percent of them implement it to date. Its ads.txt-authorized publishers have realized an estimated two- to three-percent revenue increase, according to Marfeel—an unexpected bonus for those embracing the new standard for increasing transparency in the supply chain and preventing counterfeit inventory.

IAB Technology Laboratory introduced the ads.txt tool in May 2017 as a way to thwart the black market for counterfeit or otherwise fraudulent impressions, ensuring that publishers reap the full value of their advertising inventory. “With the introduction of this simple supply chain safety tool, there will be no excuses for bad impressions flowing through our ecosystem,” Alanna Gombert, IAB senior vice president of technology and ad operations and IAB Tech Lab general manager, noted. The IAB Tech Lab’s “assault” on fraudulent inventory enables publishers to post a pre-formatted index of authorized sellers to their domains, which allows programmatic buyers to verify that they’re purchasing legitimate impressions.

“Marfeel is dedicated to not only optimizing the revenue of its publisher partners, but also protecting it with the latest industry standards. We strongly believe that the ads.txt initiative is an effective method of protecting publisher revenue,” Marfeel CEO Xavi Beumala says. “This initiative provides publishers with a secure way to protect their revenue from unauthorized resellers who introduce underpriced inventory into the market. Marfeel is proud to be able to leverage its scale and vast network of publisher partners to add significant support to this worthy, industry-wide initiative.”

When publishers use ads.txt to post a public record of authorized digital sellers for their inventory, programmatic buyers can reference that record to identify authorized sellers. What’s more, buyers can easily create a list of authorized sellers for each publisher by searching the internet for the publisher’s ads.txt files. The IAB Tech Lab contends that adding transparency to inventory will “ultimately stop criminals from defrauding our industry of billions of dollars.”
The IAB Technology Laboratory is an independent, international research and development consortium made up of digital publishers, ad technology firms, and other digital marketing organizations. Its mission is developing global industry technical standards, helping companies implement those standards, and contributing to the safe and secure growth of the industry.  

About Marfeel
Marfeel is an ad tech platform that revolutionizes the way publishers create, optimize, and monetize mobile websites. Marfeel’s proprietary technology analyzes publishers’ unique audiences—user habits, behavior and usage patterns—and dynamically adjusts their mobile site layouts to maximize readership, engagement, page views, loading time, and ultimately ad revenue. Marfeel’s superior SSPs, advertising network, and exclusive partnerships ensure top-paying ads from premium advertisers. Now reaching more than 500 million mobile readers a month, Marfeel’s mobile website conversion and monetization solution has been recognized by Google and Facebook, leading to strategic alliances with the search engine in 2015, and with the social network in 2017. Selected Marfeel customers include: National Geographic (FR), Dennis Publishing (US/UK), Elle (MX), ABC (US), PopSugar (US), and The Washington Times (US). Marfeel is backed by strategic investors in the mobile space, including Nauta Capital, BDMI and Elaia Partners. To learn more about Marfeel, please visit http://www.marfeel.com.

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DeeDee Rudenstein
Propel Strategic Communications
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