On this podcast Marc Goldberg was kind enough be our guest and answer several fraud related questions on the industry. He is the CEO of a company called Trust Metrics, which builds whitelists for advertiser and help them buy safer programmatic inventory.

Marc raised a very interesting theory, that there is not nearly as much programmatic inventory online as everyone assumes. He is main point is that when you remove the walled gardens, such as Facebook, Youtube, Instagram, then take away porn, then take away fraudulent sites and copyright infringers, what you have left isn’t the inventory levels that everyone assumes.

This certainly holds true for video and extends across many classes of advertising, such as Mobile Web and In-App display. It was really interesting to hear Marc’s throughs on these formats and how he thinks each inventory class functions differently.

Marc talks us through some of the methods his company uses to analyze a publisher site and determine if he things that traffic there is real. One of the great tips that he included was making sure that the domains you’ve set a campaign to run on actually matches the list of domains that your ads served on. Domain spoofing is becoming a larger problem and methods such as this allow you to better understand the inventory that you’re buying.