Overview
Quality management in the marketplace is critical for both the supply and the demand side: publishers do not want to get inappropriate ads on their properties (websites/apps) while advertisers do not want their ads to be shown on inappropriate sites. Likewise, publishers do not want to get fraudulent ads on their properties while advertisers do not want their ads to be shown to non-human users or on illegitimate websites/apps.
Equativ has installed and established a wide range of tools, third party technologies and processes to ensure maximum traffic and ad quality. Furthermore, Equativ supports and promotes quality standards in the advertising industry to fight against fraud and to ensure trust and transparency for a safe marketplace.
Related articles
Ad quality
Ad quality management has two main goals:
- ensuring publisher brand safety: preventing any misplacements of inappropriate ads in publishers’ content in order to protect the publishers’ brand and reputation (e. g. not showing gambling ads on a child-friendly website)
- preventing bad ads: protecting inventory providers from the detrimental impact on user perception/retention caused by harmful ads, i. e.:
- intrusive or pervasive ads; e. g. auto-redirects, pop-ups, dialog boxes, audio-on ads, autoplay video ads, in-display video ads etc.
- malicious ads served to commit fraud, either at the time of ad rendering or afterwards; e. g. ad fraud, user device infection, scams etc.
Read the articles
Ad quality - part 1 and
Ad quality - part 2 for more details.
Traffic quality
Traffic quality management has two main goals:
- ensuring advertiser brand safety - preventing any misplacements of ads in inappropriate content in order to protect an advertiser’s brand and reputation
- preventing any invalid traffic, i. e. fake, non-human traffic caused by bots, spiders etc. as well as fraudulent traffic such as bots or spiders masquerading as legitimate users, hijacked devices/ad tags/creatives etc.
Read the articles
Traffic quality - part 1 and
Traffic quality - part 2 for more details.
Quality standards in the online advertising industry
Equativ supports the industry standards Ads.txt, Sellers.json and SupplyChain Object to fight against fraud and to ensure trust and transparency in programmatic advertising:
- Ads.txt (Authorized Digital Sellers) and its more recent app-ads.txt extension for apps aim at eliminating counterfeit and unauthorized inventory (mainly domain/app spoofing). Buyers can verify if the seller is legitimate and authorized to sell inventory originating from the publisher website/app. Read the article Implementing ads.txt and app-ads.txt with Equativ for more details.
- Sellers.json is a public file hosted by exchanges (SSPs, ad networks, other resellers) which lists the sellers operating on the exchange. For each seller, the file indicates whether it is selling inventory on publishers’ sites directly or indirectly. Read the article Sellers.json and SupplyChain Object for more details.
- SupplyChain Object allows buyers to see all parties who are selling or reselling a given bid request. Each party is represented by a node in the SupplyChain Object. Buyers can cross reference each node in the SupplyChain Object against the data in the sellers.json and ads.txt files and gain insights and information about who the sellers in the supply chain are. Read the article Sellers.json and SupplyChain Object for more details.
