GroupM is introducing the GroupM AntiFraud service, a systematic monitoring of the quality of traffic delivered in campaigns. The service is available to clients of MediaCom, Wavemaker, and Mindshare, the agencies operating within the GroupM network.
GroupM AntiFraud focuses on analysing the traffic delivered to advertisers' websites as part of campaigns. The service is based on cooperation with external companies that monitor traffic quality.
What does the service involve?
The traffic audit in campaigns assessed under GroupM AntiFraud is carried out in cooperation with external partners – currently TrafficWatchDog and ABT Shield. For the clients of GroupM agencies, they identify worthless traffic, i.e. clicks and impressions on their websites generated for example by bots, and thanks to this the advertiser can eliminate sources of fake traffic from campaigns and optimise its investments.
- Our service will constantly evolve, just as the arms race between advertisers and fraudsters continues to evolve – says Piotr Ziemski, Programmatic & Performance Manager at GroupM and co-creator of the company's new product – We expect that, just as with viewability*, which is now already included in the trading policies of many players on the digital market, we will in the future bring about a significant improvement in the quality of inventory, and publishers will be paid solely for "clean" traffic generated by real internet users. This will undoubtedly also require a change in approach on the part of some marketers and auditors. Unrealistically low rates in campaigns, which are often the basis for selecting suppliers, offer no chance of achieving clients' frequently demanding goals in a natural way. Not only does this not serve their business, but it also creates room for abuse – adds Piotr Ziemski.
Cooperation with publishers
GroupM AntiFraud: traffic quality monitoring in practice
AntiFraud GroupM: traffic quality monitoring in practice
In delivering the AntiFraud service, GroupM cooperates with publishers and ad networks. They gain access to report data that enables them to identify and eliminate sources of fake traffic in their inventory.
*an ad remaining within the viewer's field of vision
Summary
GroupM is introducing the AntiFraud service, which monitors traffic quality in digital campaigns for clients of the MediaCom, Wavemaker, and Mindshare agencies. The tool is based on audits conducted with the companies TrafficWatchDog and ABT Shield, which identify bot clicks, enabling advertisers to eliminate fake sources. Piotr Ziemski of GroupM compares this to the viewability standard, hoping for future settlements based solely on "clean" traffic. The service also includes cooperation with publishers, who gain access to reports and can clean up their inventory.
