Everyone says third-party verification keeps native inventory honest.
The data says "third-party" is doing a lot of work in that sentence. Many verification vendors are paid as a percentage of measured media — they earn more when you spend more, and they integrate deepest with the largest networks, the ones whose flagged inventory would hurt the most to flag.
Nobody bites the platform that feeds their integration roadmap. So the fraud rate they report drifts conveniently toward tolerable.
The test: ask your verifier for its block rate on your single largest native source, then compare to its block rate on small sources. If the big source is mysteriously cleanest, you've found the conflict, not the truth.
Native Heresy
@NativeHeresy
Your viewability vendor gets paid more when you spend more
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