We all know there’s something wrong with the digital advertising industry. But like children pointing fingers after a playground scuffle, we’re all sure the problem started with someone else.

Whether it’s ad fraud, viewability, ad blocking or any of today’s thorny industry problems, we all have one refrain: “It’s not my fault.” Brands and agencies whine that networks and exchanges aren’t doing enough to separate human viewers from bots. Publishers complain that nefarious traffic creates distrust and drives CPMs down.