Advertisers Rip a Page From Wall Street Playbook to Curb Fraud
- NYIAX uses Nasdaq technology to try to solve ad industry woes
- Blockchain is integral to ad exchange’s fraud solution
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An online advertisement for Lancome lipstick or a Lamborghini might not appear to have anything to do with the technology guts of modern financial markets. But with fraud rampant, some of Wall Street’s hottest buzzwords are being uttered on Madison Avenue.
About a fifth of digital ad spending -- an estimated $16 billion this year -- will wind up in the pockets of scammers, phony “publishers” who accept payments but then never display anything, according to ad verification company Adloox.