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Fraud, viewability and trust are big issues for the online ad industry right now. There's a lot of overlap. Fraudulent impressions aren't viewable (because they're “seen” by bots), and this erodes trust in the relationship between buying and selling.

There's another part of the trust mission — the users. You know, the ones advertisers want to see their ads. There seems to be eroding trust on the user-side, as is apparent from the continued growth of ad-blocking software.

This is why so many are working toward improving viewability and trust, while also trying to squash fraud.

Also on the trust topic, publishers are apparently quite wary of Facebook's direct-publishing play. Obviously.

• Publishers Watch Closely as Adoption of Ad Blocking Tech Grows (AdAge) – The big dog in ad-blocking software is, aptly named, AdBlock Plus. It's reported to have seen over 300 million installations (pretty much the same size as Instagram), and it looks like Firefox users are installing it to the tune of 200,000 times each day.

• Publishers arm for war with ad blockers (Digiday) – Publishers aren't being passive in the fight, however. Advertising is how they pay to have their content produced, and some pubs are saying if you're not going to take part in their advertising game then you can't take part in their content either.

• In The Quest For 100% Viewability, Everyone Takes A Different Path (AdExchanger) – Here's a breakdown of the pitfalls faced in terms of the journey toward 100% ad viewability. One thing to ad: the third-party viewability tech providers that aren't standardized can hurt. If the buy- and sell-sides are using different vendors, it can lead to discrepancies and then nobody wins in the this-vs.-that which follows.

• Ask an Expert: Pixalate CEO ‘Trust is a Critical Component of Success' in Advertising (OpenX) – There's a need for industry standards for inventory quality, and Pixalate is taking on that issue. Founder and CEO Jalal Nasir weighs in on what it's like leading that charge.

• Facebook admits publishers are concerned its direct-to-Facebook publishing plan will lead to a ‘lack of control' (Business Insider) – There are a few things at play here. First is a loss of data control. Second, there's a loss of content control. Finally, there's having to share revenue with another platform. Publishers are wary.