Despite every attention to detail and IO specifications, ads are frequently exposed to elements beyond a brand's control. These elements include Suspicious Activity and Ad Collisions - and Integral's focus is to make sure brands understand and avoid them. Our media valuation platform analyzes content, at the page level, to assess the risk of advertising appearing on pages associated with illegal or deceptive activity, or in placements involved in ad collisions. Leveraging our solutions and real time data, brands can track and measure success and adjust so that these factors do not negatively impact your campaign.
Blocking sites with undesirable keywords is one thing. Blocking sites that engage in dangerous, unethical, sometimes illegal activity is quite another. With the advertising industry still reliant on metrics such as CPM and CPC, it is essential for brands and advertisers to know the legitimacy of user engagement in order to accurately measure campaign effectiveness. Integral's product scores web pages to determine the risk of fraudulent or deceptive activity, including both click and impression fraud, so you can minimize your advertising risk.
Integral's product is the only solution in the marketplace that is predictive - enabling buyers of online media to purchase inventory informed by Integral's score around the probability of fraud on those pages. These scores are also leveraged by sellers of online media to better understand and manage their inventory, in order to eliminate fraudulent activity if discovered.
Integral has always made suspicious activity detection a top priority. Over a year ago, we were the first to uncover a click fraud ring and were featured in The Wall Street Journal. Most of the sites we block aren't on that scale.
Recent industry studies show that:
Integral’s technology scores inventory to determine the risk of fraudulent or deceptive activity, including both click and impression fraud, proactively blocking the riskiest inventory.
- False Impressions: Programs imitate legitimate users by repeatedly loading a page or ad for the purpose of generating higher fees in CPM advertising. It goes without saying that any advertiser paying for media on a CPM basis is paying for all of this fraudulent inventory and that budget completely goes to waste.
- False Clicks: Programmatic clicking and unusual click activity, which is both deceptive, as it skews actual results, and is detrimental to the bottom line in ads purchased on a CPC basis.
- False Attribution: Stealing credit for sales within a CPA or CPV campaign, despite the fact that the ad impressions were not real and/or not in view. The theft causes dollars to be funnelled away from legitimate channels towards fraudulent ones who have placed the most/latest cookies before a consumer purchase or conversion.
Our granular, 0-1000 rating scale is broken out in the following actionable segments;
- Very High Risk (<251)
- High Risk (251-500)
- Moderate High Risk (501-850)
- Low Risk (851-1000)
Multiple ads from the same brand’s campaign are sometimes served on the same page at the same time, even in violation of IO specifications. As a result advertisers pay for multiple impressions, each with lower performance potential.
Integral customers receive first-to-market, actionable data including:
- The publishers and sites where collision happened
- The % of impressions involved in collisions by each publisher
- The severity of collisions: i.e. 2, 3, 4 or more of the same ad served simultaneously
The Scope of the Ad Collision Problem
Integral sees over 1.5 Billion impressions per day through our systems and in a recent analysis discovered that 20% of ads are involved in collision. This can have a significant negative effect on ROI.