Group M’s Move Away From Open Exchanges

groupmGroupM’s recent announcement that they plan to pull out of all open exchanges by the end of the year is surprising in some ways and predictable in others. But overall the decision is a positive first move that will require significant follow-up steps to have any impact whatsoever on the growing issue of ad fraud.  The decision was driven by a range of factors, Ari Bluman, GroupM’s chief digital investment officer for North America, , told the Wall Street Journal, including concerns about the level of ad fraud associated with exchanges. Even though ads purchased through open exchanges are sometimes very cheap, the cost savings are regularly negated by quality issues, he said.

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