What is the role of ad fraud verification vendors

14 November 2017

Ad networks, DSPs, ad agencies and advertisers are pouring lots of money to make an impact on real people. Major finance flows attract fraudsters that want to get their piece of pie. That’s where the need for third-party traffic verification arises.

Ad fraud” means that media buyers don’t get the value they pay for in return.

It includes the following categories:

  • non-human traffic or simply – clicks on ads by bots,
  • no viewability or delivering ads to the placements, where they can’t be seen,
  • traffic mislabeling.

The key ways of fighting ad fraud in short are as follows:

1. Pre-bid contextual data segments use.

You can buy the data and protect yourself beforehand, instead of reacting to fraudulent activity on the way.

Data providers are selling data on traffic, divided by the segments of potential safety.

2. Keeping a universal blacklist up to date.

Or a whitelist. Either make a list of websites you trust, or block the invalid traffic by shutting down low-quality sites in a blacklist.

The problem with these lists is that you have to react on changes and remain active in managing them.

3. Private marketplace deals.

PMP is where a number of premium publishers offer their inventory to a selected group of advertisers. Fraudulent publishers usually don’t participate in them, since they don’t have the teams to back such deals.

The problem with PMP is that you won’t be able to scale, you limit your reach.

4. Your campaign data analysis.

Once you get the data on ad fraud percentage and optimize your campaign. You can shut down low-quality publishers and reallocate your budget.

Where can you get the data for campaign audits from? Traffic verification vendors.

5. Cooperation with an ad fraud verification vendor.

Verification vendors offer the tools to measure and evaluate the traffic. Admixer, for example, works with Forensiq. We agree with the fraud detector in one thing for sure: Fraudsters develop their tools to be more sophisticated, and machine learning for better fraud prevention.

Ad fraud is a great pain not only for advertisers, but also for publishers. The smaller ones are deprived of the dollars they could get, and the larger ones can get their reputation injured.

As fraudsters develop their tools, it’s getting hard to react to all the changes. Luckily, the vendors are here to help detect and prevent some shady traffic.

Want to learn more?

*

*

*

Web site's Privacy Policy

You Might Also Like
Rewarded video - Admixer blog

In-app advertising during the COVID-19 crisis is booming. People spend 20% more time in apps than prior to the pandemic and you may wonder how to finally monetize your app and what type of ads is the best to use today. Well, rewarded video ads are a great place to start. Let’s see why: 71% […]

Rewarded video ads Thumb -Admixer blog
Rewarded Video Ads Monetization: App Developers Guide

In-app advertising during the COVID-19 crisis is booming. People spend 20% more time in apps than prior to the pandemic and you may wonder how to finally monetize your app and what type of ads is the best to use today. Well, rewarded video ads are a great place to start. Let’s see why: 71% […]

Read more
Video ad network - Admixer blog

Advertising priorities are constantly changing, and in 2020 they gravitate more and more towards video ads network. 30 years ago, TV was paramount to reach and engagement, then the web arrived and display ads captivated the audience for decades. Finally, digital video content came to the foreground. According to the eMarketer report, by 2023 digital […]

Video ad network Thumb - Admixer blog
The Best Video Ad Networks and Where to Find Them

Advertising priorities are constantly changing, and in 2020 they gravitate more and more towards video ads network. 30 years ago, TV was paramount to reach and engagement, then the web arrived and display ads captivated the audience for decades. Finally, digital video content came to the foreground. According to the eMarketer report, by 2023 digital […]

Read more
Ad Exchange vs. Ad Network - Admixer.blog

A network and ad exchange are two crucial components of the programmatic marketplace. In large part, they share a similar objective,  gathering publishers’ inventory to sell it programmatically to advertisers. Those two terms are frequently used interchangeably, which confuse their distinct roles in media buying.  Despite the apparent similarities, ad networks and ad exchanges have […]

Ad exchange vs. Ad network Thumb - Admixer.blog
Programmatic Business Model: Ad Network vs. Ad Exchange

A network and ad exchange are two crucial components of the programmatic marketplace. In large part, they share a similar objective,  gathering publishers’ inventory to sell it programmatically to advertisers. Those two terms are frequently used interchangeably, which confuse their distinct roles in media buying.  Despite the apparent similarities, ad networks and ad exchanges have […]

Read more
Stay updated with Admixer