There is no shortage of three letter acronyms in the advertising space. It’s nearly impossible to keep up with the ever-evolving jargon – DSP, SSP, DMP, PMP, CPM, etc. but one acronym it’s important to get familiar with is IVT which stands for Invalid Traffic. Not only is it important to understand what it is, but also to understand how your partners are dealing with it.
IVT is a complex problem. The MRC (another 3-letter acronym which stands for the Media Rating Council) breaks IVT in to 2 categories: General Invalid Traffic and Sophisticated Invalid Traffic. General IVT is not necessarily malicious, examples of general IVT can include data center traffic, spiders or other crawlers. Examples of sophisticated IVT include adware, malware or falsified viewable impressions and is much more difficult to detect, requiring advanced analytics, multi-point corroboration and significant human intervention to analyze and identify..
As mobile devices have become the primary screen for many consumers, it’s no surprise that bad actors have recognized the opportunity to make money through mobile IVT, leading to increased concerns about ad fraud, viewability and brand safety. However, the array of devices on the market, various operating systems, ad formats, mobile web and in-app environments makes mobile IVT a particularly hard nut to crack with any one solution. It’s therefore important for advertisers, agencies and publishers to ensure that they are working with ad tech firms that are committed to detecting, filtering and eradicating fraud from the ecosystem in multiple ways.
At JUICE, our commitment to detecting and blocking IVT means we partner with the best in class fraud detection, viewability measurement and brand safety monitoring vendors, including IAS and MOAT. We continuously measure and exceed industry viewability standards. To further demonstrate our commitment to inventory quality and supply chain integrity, we have also implemented the Payment ID protocol to ensure payments are made to legitimate advertisers and partners.
To take our commitment even further, JUICE is the first Canadian Ad Tech company to obtain fraud prevention certification from TAG, a 3-letter acronym which stands for the Trustworthy Accountability Group.
Our Certification Against Fraud seal validates our dedication to eliminating fraud from the mobile ad ecosystem and providing our clients and partners with viewable, human-generated ad impressions served in a brand safe environment. The Certification Against Fraud program requires compliance with strict fraud detection and filtration protocols, implementation of a block list for suspicious IP addresses as the operation and enforcement of JUICE’s global blacklist.
JUICE understands the importance of ensuring advertising dollars are kept out of the hands of fraudsters and our dedication to this is exemplified by our achievement of the Certification Against Fraud.
Written by: Natasha Lander, Manager of Partnerships at Juice Mobile