Business Insider: Google’s been running a secret test to detect bogus ads — and its findings should make the industry nervous

Business Insider: Google’s been running a secret test to detect bogus ads — and its findings should make the industry nervous. “To get a sense of the scope of this problem, Google has been quietly conducting tests with a handful of major media properties, including NBCU, CBS, and The New York Times, people familiar with the matter told Business Insider. During these tests, Google and the partners shut off all of their programmatic ad inventory for brief periods, say, 10 to 15 minutes, and then scour the ad exchanges to see what’s listed. Google and its partners found thousands if not millions of video and display ad spots still available on multiple ad exchanges, despite no ads actually being for sale at that time, the people said, asking not to be identified because the results haven’t been publicly released.”

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