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30-40% Of Impressions On AppNexus 'Impossible To Verify'

AdExchanger has reported that as much as 30 to 40% of the impressions flowing through AppNexus are “impossible to verify,” citing multiple demand-side sources that says “AppNexus has over the past year or so allowed legions of new supply partners, many of a long-tail nature, into its ecosystem.”

Brian O’Kelley, CEO of AppNexus, acknowledged “trust” issues between buyers and AppNexus in an interview with AdExchanger. As a remedy, O’Kelley told AdExchanger that AppNexus “is now developing an AppNexus ‘certified supply’ program that will essentially delineate impressions deemed ‘valid’ from those for which validity can't be verified."

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