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Sophisticated Invalid Traffic (SIVT) targets all the stakeholders in the digital advertising ecosystem including ad networks. SIVT evades the generic bot detection logic used by ad verification vendors and conventional security measures. Advertisers use viewability reports as a tool to negotiate with ad networks, and invalid activity such as fraudulent clicks can lead to chargeback claims. Along with clean traffic, impression performance reports at the page level are required to offer comprehensive traffic analytics on campaigns and maximize ROI for advertisers. ShieldSquare helps ad networks evaluate media quality and ensures that quality of traffic is well above industry benchmarks.
Impact of Invalid Traffic on Ad Networks
Non-Human Traffic, Impression Fraud and Fraudulent Clicks
Fraudsters use botnets to generate false clicks, and for the fraudulent display of digital ads. Fake traffic artificially inflates advertising costs. Bots also perform retargeting fraud to illegally monetize the invalid traffic on publishing sites. Such attacks sabotage ad networks’ efforts to connect advertisers with quality inventory, help marketers reach a wider audience and offer customers more value from campaigns.
ShieldSquare’s ad fraud solution features pre-bid filtering of non-human traffic. Our proprietary Intent-based Deep Behavior Analysis (IDBA) detects and blocks SIVT before ads are served, and averts ad fraud in real-time. We empower ad networks to monitor traffic and blacklist unscrupulous publishers.
Chargebacks, Loss of Revenue and Reputational Damage
Advertisers demand transparency in non-human traffic detection from their ad tech partners, and often claim chargebacks on fraudulent clicks and fake impressions. The presence of invalid traffic in your inventory source adversely affects your brand reputation and undermines your claim of providing a trustworthy media buying environment.
We provide the tools to audit your supply sources and have better visibility into suppliers’ inventory. Our viewability report offers an accurate classification of invalid traffic including web crawlers, traffic from known data centers, and SIVT to help you justify CPMs.
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Pre-bid Filtering of Invalid Traffic
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