- The Interactive Advertising Bureau has named Ziff Davis CEO Vivek Shah as its new chairman.
- Shah wasted no time taking IAB to task and delivered a blunt speech Sunday about the industry, ad buyers in particular, encouraging fraudulent traffic to continue.
- The new chairman's main point was that if no one buys the fraudulent traffic, it will cease to exist, and that the blame should be shifted from the bot operators and shady publishers to buyers.
Shah's blunt speech to IAB is something the industry needs to hear. Yes, there are plenty of bot operators and shady publishers looking to take advantage of ad buyers, but the industry has reached a point where those bad apples should be easily identified. In many cases, buyers still purchase the faulty traffic to achieve the numbers they want. Until that stops, fraudulent traffic will continue.