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, shady operators 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
The Emerse DSP fully integrates Ads.txt and automatically filters out unauthorized bid requests from all suppliers. This, combined with our curated site lists, provides for quality assured inventory with full transparency.
The mission of the ads.txt project is simple: to increase transparency in the programmatic advertising ecosystem. Ads.txt stands for Authorized Digital Sellers and is a simple, flexible and secure method that publishers and distributors can use to publicly declare the companies they have authorized to sell their digital inventory. In this way, you can be confident that you are using a legitimate partner, with all the assurance that entails.
According to IAB Tech Labs, this public record of Authorized Digital Sellers, ads.txt, creates greater transparency in the inventory supply chain and gives publishers control over their inventory in the market. This makes it harder for shady operators to profit from selling counterfeit inventory across the ecosystem.
We are closely following all development efforts to achieve a similar filtering method for mobile-apps; until now this has been rather uncharted territory. Happily, in the summer of 2018, the IAB unveiled a proposal that aims to create the equivalent of the ads.txt standard for mobile apps. Once rolled out and adopted, this solution will most likely prevent much of the app spoofing that can occur in mobile; similar to what ads.txt has done for domain spoofing on the web. This is great news for online advertising! Be on the lookout for app-ads.txt from IAB Tech Lab.
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