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Eyereturn Marketing adopts new anti-fraud system

Toronto-based online marketing company Eyereturn Marketing has adopted a new specification developed by the Interactive Advertising Bureau of New York which is intended to create more transparency in the supply of digital advertising inventory. The specification, called Ads.txt, is intended to assure ad buyers that their ads appear on their intended sites rather than on fraudulent domains.

"Eyereturn is excited to offer Ads.txt controls to our customers," said Tim Stoute, Co-CEO of Eyereturn Marketing. "Our Ads.txt system includes over 15,000 of our top programmatic domains and reveals a broad range of Ads.txt compliance and fraud across the spectrum of vendors. Our granular controls for Ads.txt buying are complimented by exception reports for those customers who are curious to peek under the covers."

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