We disclose our Invalid Traffic Rate
We regularly publish the proportion of Invalid Traffic (IVT) from our network, and with the support of our service partner Meetrics we provide transparent values for the quality of contact of our advertisements:
As a member of the digital advertising industry, we have to deal with the challenges of Ad Fraud and Invalid Traffic. In order to offer our clients and agencies maximum transparency regarding the quality of AdTraffic within our network, we regularly disclose our IVT values in close cooperation with our measurement partner Meetrics!
We provide our inventory both programmatically and directly as high-quality as possible. It is corrected from any machine-generated queries and achieves visibility values that are well above the market average. For advertisements in our network, we guarantee a quality check that is certified by a market leader in the field of fraud measurement.
How do we measure?
The IVT rate is the percentage of impressions whose origin is not human. These include invalid activities from data centers and search engines, automatic browser activity, and invalid proxy server addresses. As a service provider for measuring the visibility of advertising media, Meetrics provides a continuous measurement of the IVT share in each of our customer campaigns. Our partner also measures the average values of all campaigns running in the BurdaForward network (anonymized).
How do we handle Invalid Traffic?
As we cannot eliminate occurrences of Invalid Traffic in our network, we monitor any developments closely. In addition to the continuous measurement by our partner, we rely on the extensive possibilities of Google's Fraud Detection. Our ad system (Google Doubleclick DFP) analyses and validates delivered ad impressions for up to 12 hours on the following day. If our team detects a high IVT value, we would gladly add delivery in consultation with the client.
Data source: Measurements of Meetrics (Q1/2019)