Two-thirds of websites with malicious creatives are legitimate sites that have been unknowingly compromised. And the toll of ad fraud soared to $16.4 billion in 2017.
At PubMatic, we understand the risks associated with poor ad quality and are committed to keeping you safe. We have a team who believes very strongly that a clean ecosystem benefits everyone, and we take a vigorous approach to eliminating ad fraud. We pioneer the latest tools, services partnerships and standards available in the marketplace to root out ad fraud.
We wanted to give you a deeper view into a few ways how we have been doing our part in May 2018:
PubMatic’s Real-Time Ad Scanning (RTAS) suite of tools applies both proprietary and third-party technology to provide protection for desktop, mobile, and video ads while addressing quality and security issues. Our ad scanning technology can screen every ad in the bid stream and make automated judgments on thousands of creatives every day spanning thousands of advertisers, immediately spotting and blocking contentious creatives at the source.
RTAS dives much deeper to root out malicious creatives and in-banner videos (IBVs) that publishers would have otherwise missed:
RTAS caught 83,531 new malicious creatives and 249,599 new IBVs in May 2018. This amounts to a 61% spike over April malicious creatives and a 22% drop in IBVs in April 2018.
NEW MALICIOUS CREATIVES CLASSIFIED BY RTAS
Ad fraudsters are wily in their ways, coming up with new malicious creatives each and every day. Thankfully, RTAS stays one step ahead in monitoring the latest trends in ad fraud. Fraudsters concocted 83,040 new types of malicious creatives in May 2018.
RTAS revealed ad fraudsters were more creative in devising newmalicious creativesin the first two weeks recorded (.6% weekly average) before tailing off in the subsequent three weeks (.19% weekly average). Luckily for our publishers, PubMatic identified these creatives before they were served, and blocks them across our publisher base, should they come through again.
While ad fraudsters have devised fewer new malicious creatives in recent weeks, PubMatic does not take any chances. PubMatic identifies these creatives before they are ever served, and blocks them across our publisher base, should they come through again.
In sum, PubMatic has a zero tolerance policy towards fraud on our platform. We protect our customers’ trust by maintaining a clean platform with the highest ad quality and brand safety standards.
We hope you enjoyed this report on some of PubMatic’s Ad Quality efforts in May 2018. If you have any questions about the Ad Quality reports or methodology, please reach out to Karl Moats, Director, Product Marketing.