While growing the network we experienced many hurdles within different angles of the business. Fraud monitoring and ad block tracking were our top priorities to build our brand’s credibility. Tackling these objectives was not an easy task; having actionable data has always been our key focus. Building proprietary algorithms to monitor fraud and ad blocking was just the start. To augment all of our efforts, we integrated additional measures with partnerships. These integrations had to be streamlined for ease of use and to eliminate additional work for our clients.
There are countless reasons we decided to partner with Pixalate. The deciding factor came down to real-time detection. Each day millions of dollars are on the line, so the ability for a partner to detect fraud in real-time was extremely appealing. Integrating this technology directly into our wrapper gave us confidence in knowing we’re protecting our advertisers. Pixalate has allowed us to better protect our relationships with clients, which are essential aspects of the company’s success.
Pixalate puts pressure back on the traffic sources, ensuring that we are provided with quality traffic. With the growth of native advertising in recent years, there has been added volume to the publishers acquiring those users. Rating each traffic source as a whole is just the start. Perfecting the rating of each widget or site within that traffic source is what we’re striving towards on a daily basis.
We initially didn’t think this would be one of our key integrations, but it quickly became apparent that it was a crucial element to our success. In most cases the spend value is being generated based on a click. If a user has ad blocking technology installed, our spend for that user is void, generating zero revenue. If these sessions have zero revenue value then a campaign can turn negative quickly. We take this data and use it to not only fuel our algorithms but provide alerts to our media analysts. Just like the case with fraud, this puts the pressure back on the traffic sources to deliver not only real users, but quality ones.
We want to give the advertisers exactly what they want. Partnering with Quantcast plays a major part in helping us achieve that goal. Every publisher wants to see growth in their user base, but if the new users don’t line up with your advertisers, it’s not a sustainable model. Quantcast integrating demographic data into our algorithms ensures that every campaign has the best odds to succeed.