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Yahoo Takes On Ad Fraud

A Yahoo executive responded to claims that Yahoo has an ad fraud problem. A CNBC report last week alleged that between 30% and 70% of ads running through Yahoo's Brightroll partner weren't running in places where they were supposed to and that it charged $20 CPMs on pre-roll video despite the fact that much of the inventory was low-quality in-banner ads. Tod Sacerdoti, VP of display and video ad products and the founder of Yahoo’s video ad exchange BrightRoll, fired back: “We’ve spent over the course of two to three years planning very sophisticated partnerships and work around the issues of fraud,” according to a report in AdExchanger. “From our perspective, any number close to the numbers thrown out in that article are completely inaccurate.” Yahoo recently announced that it would shutter its video portal, Screen.

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