The Inventory Problem: Why Quality Still Eludes the Open Web
About the podcast
In this episode of Web Without Walls, Vijay sits down with Rocky Moss, Co-Founder and CEO of DeepSee.io, to unpack one of the programmatic ecosystem’s most persistent blind spots: inventory quality.
Drawing on over a decade of fraud research, Rocky breaks down how MFA farms and AI-generated content have evolved, why even sophisticated verification tools fall short, and what it actually takes to bring accountability to the supply chain. The conversation moves across the buy side and sell side, exploring how incentives shape outcomes, why responsibility remains fragmented, and how publishers often get caught in the middle with little visibility.
They also dive into the rise of AI-driven content, the shifting nature of fraud signals, and what buyers should be auditing today to avoid funding low-quality or deceptive inventory. A sharp and candid episode for anyone looking to understand what their programmatic spend is really funding.
About the guest
Rocky Moss is an ad fraud investigator and Co-Founder and CEO at DeepSee.io, with over a decade of experience mapping the hidden infrastructure behind programmatic quality issues. He began his career on the agency side, focusing on ad quality and fraud detection, before joining Pixalate as a Senior Analyst. There, he gained recognition for uncovering fraud networks, piracy monetization rings, and traffic schemes that had never been publicly documented.
At DeepSee.io, Rocky has turned that investigative approach into a publisher intelligence platform used across the programmatic ecosystem to identify MFA farms, AI-generated content, and policy violations at scale. His work sits at the intersection of research and accountability, helping make the programmatic supply chain more transparent and harder to exploit.
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