Wednesday, November 29, 2023

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    Omnicom Media Group aligns with SSPs through its CASA initiative to fight fraud and MFA abuse

    Continuing its Advertising Week-related rollout of efforts to better define standards and create accountability within various elements of the media landscape, Omnicom Media Group today is targeting the vast world of programmatic buying and the sell side.

    Under the umbrella of its Council on Accountability and Standards in Advertising (CASA), OMG is essentially arguing for the buy and sell sides of the industry to work more closely together and play less of a game of telephone with each other. And the media agency group is working with six major SSPs to help align their common interests, including Magnite, Index Exchange, Google Ad Manager, Pubmatic, Freewheel and Microsoft’s Xandr. 

    By doing so, OMG argues that made for advertising (MFA) sites can more effectively be avoided, and fraud can be minimized to generate programmatic campaigns that deliver more effectively for clients. 

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