There has been a recent shift in how media buyers buy RTB placements. While whitelisting RTB placements is still relevant for direct advertisers and agencies, media buyers either reselling traffic on CPM basis or driving conversions are relying more on the site ids, domains and bundle names coming from exchanges. But what about publishers out there who try to spoof the exchanges and blend robotic traffic with clean traffic?
To stay ahead of the game, or perhaps, the industry in general can never be, except to mitigate the situation, it is important for DSPs to put a viewability strategy in place. This may require pre-bid or post-bid integration with companies offering fraud control and viewability solutions.
Audiencelogy’s technology teams have invested significant time and effort into upgrading its RTB placement techniques and associated viewability metrics to deliver better value to its clients. In addition to partnering with fraud control companies, technology teams have come up with proprietary methods to control fraud. Some of the interesting findings include detecting traffic coming from a higher CPM paying country but rendering in an obsure country ! Or some RTB placements associated with mutltiple bundles !
Contact our sales team today to learn about our fraud control initiatives and how it can help you deliver value.
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