March 27, 2023

Publishers and advertisers are being victimized by unscrupulous tech vendors who collect publisher meta data and article text to build contextual audience segments for their own commercial gain without permission, according to an open letter released Monday by the The Association of Online Publishers (AOP).

“Understanding that programmatic buyers need media quality assurance, publishers have enabled data access for content verification vendors,"writes Richard Reeves, managing director of the AOP. "But as fading third-party cookie use has fueled demand for alternative targeting methods such as contextual advertising, the tactics of some verification technologies are extending beyond their original – and legitimate – purpose.” 

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AOP has been collaborating with the Trustworthy Accountability Group, which has released an updated of its Brand Safety Certification. 

“Effective from 1st January 2023, revised wording specifically differentiates between legitimate and illegitimate data use” Reeves states.  

He adds, “By removing previous grey areas, it gives publishers improved scope to ensure tools are being deployed for their declared purpose, rather than running unsanctioned IP collection.”

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