FORT LAUDERDALE - The digital ad industry may be starting to get to grips with the problems of fraud and viewability, but next up is the creeping threat from nefarious code.
"The big priority for us is switching everything over to Secure Sockets Layer (SSL)," Google's head of media platform sales, Jay VanDerZee, tells Beet.TV in this video interview, referring to the protocol which secures internet transmissions.
"A nefarious actor who's put a piece of spyware, malware etc that leads to bots and non-human traffic could come in through that door.
"The impressions on a publisher site, the actual ad calls in the world of RTB have to also be wrapped in this layer; and also the creative - the actual creative file has to be wrapped.
"This is all about protecting the user. It is a Herculean task because we've got to get the entire market to focus on this. We're going to be talking about it at a lot of events this year."
VanDerZee was interviewed at Beet.TV's Beet Retreat annual get-together in Fort Lauderdale, Florida.
The Beet Retreat '15 was sponsored by AOL and Videology. Please find additional videos from the event here.
You can find this post on Beet.TV.