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" ... What else is declared? All HTTP headers can be declared. That means if a fraudster had a reason to declare something fake to make money, they would. And they do. The simplest example is declaring the HTTP_USER_AGENT, which is the name and identifier of the browser. Bots can simply declare themselves to be a normal browser like Chrome, Safari, or Firefox. They can even declare the version number and other details precisely to get by fraud detection that just checks these HTTP headers. That’s why you need to detect the user agent after an ad loads and compare the detected value to the value declared in the HTTP header. If those don’t match, that’s a red flag. As mentioned before, all bid requests are declared. That means every single variable in it could be falsified. Should you trust any of it, without subsequent verification? That’s why all pre-bid blocking solutions are of limited use — because they rely on declared data, and must decide whether to let it through in milliseconds. They usually let most things through. Don’t even get me started on ads.txt, the “miracle drug” from the IAB that they thought would solve ad fraud. Fraudsters have fully “pwned” them by using fake ads.txt files, renting legit ads.txt from co-conspirators, or declaring their sites to be “direct” (when they weren’t) to absorb ad dollars from marketers buying “direct only.” Fraudsters just “declared it to defraud it.” ... "