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Toyota will insist more of the businesses facilitating its programmatic buys adopt its blockchain to spot any inconsistencies between the way each of them handles Toyota’s bids.

The more ad tech vendors, publishers, app owners and agencies share data with the advertiser’s blockchain, the easier it will be to see whether one of those businesses shares data that doesn’t match up with the rest. Any data that’s not vouched for by all the partners in the chain could mean it’s been manipulated at that point in the auction, indicating that the bid has been exposed to fraudulent activity such as domain spoofing or bot traffic.

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