You need someone who’s streetwise
to deal with the traffic.
A considerable amount of internet traffic is unreliable or fraudulent. But never fear: our programmatic buying is geared up to avoid it. Read how we deal with online industry challenges as we strive to secure quality inventory for you.
Since programmatic first started around a decade ago, questionable players have invented bots to boost non-human traffic, or simply to drive traffic to low quality sites. Their aim is to monetize traffic with fraudulent advertiser impressions. Over recent years, the world’s largest advertisers have been working hard to keep the digital ecosystem supply chain as clean and trustworthy as possible. The demand for transparency is supported by the introduction of privacy related regulations such as The European Union’s General Data Protection Regulation (GDPR), as well as ads.txt by IAB Tech Lab.
As a buyer, you should be aware of the types of dubious practice used by questionable publishers. Your absolute best protection is to choose a programmatic partner who is diligent about digging into the quality of a site’s content, and its audience, in order to protect you, the buyer.
How Emerse works to secure quality
To summarise, here is a checklist to raise your ad buyer IQ (Inventory Quality):
1. Partner with a platform that only works with accredited vendors
Evaluate marketplaces and publishers for the value of their audience and the originality of the content. For instance, an organic, loyal audience, is preferred to consumers acquired from other sources. You should also avoid content farms and look-a-like sites that exist only as a backdrop to sell ad impressions. Think of it like this: You, yourself, probably prefer to consume your daily news from a well-known news agency rather than by visiting a low quality site packed with ads.
2. Check that they use ads.txt