Invalid Trafic Grid
CESP underlines that this document is based on CESP trust in all information shared by each measurement company.
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You can download the grid you want in Excel format while filtering measurement companies but also the global grid concerning the invalid trafic in PDF format, with datas from both environments filled.
Measurement companies are splited in differents tabs according to whether their solution has been accredited by the MRC (Media Rating Council) or not.
Web environment
[tabby title=”Accredited” icon=”fa fa-check-circle-o”]
 Updated October 11th, 2019 |  |  |  |  |  |  |
|---|---|---|---|---|---|---|
| 1) Do you flag invalid traffic on a user level? | Yes | Yes | Yes | Yes | Yes | Yes |
| 2) Do you flag invalid traffic on a site level? | Yes | Yes | Yes | Yes | Yes | Yes |
| 3) Do you flag invalid traffic on a domain level? | Yes | Yes | Yes | Yes | Yes | Yes |
| 4) What information is used for the IVT filter? (are they shared between campaigns, between clients?) | Information from all media campaigns, analysis is cross platform/client/campaigns | Reflects activity measured across all tagging publishers/clients/campaigns as well as Comscore panels The Comscore Census Network involves measurement of @ 1.8 trillion events monthly and our panel incorporates insights and a very deep source of forensic investigation from @ 2 million panelists globally. | Shared between all campaigns and clients | IAS sees up to 10 billion impressions and trillions of events a day, from around the world. Their machine learning technology becomes smarter as it gets more data from advertisers and publishers. IAS clients dont just benefit from the data they contribute but also from fraud detection results across the ecosystem. | IP Addresses marked as invalid for 12 hours are shared globally within Meetrics. | Moat analyses all traffic on an impression-level basis |
| 5) Do you use Machine Learning methods for IVT filtering? | Yes | Yes | Yes | Yes | No | Yes |
| 6) How often do you refresh the IVT filter parameters? (For instance, when an IP address is blacklisted, how long is it blacklisted for?) | Daily | Flagging of IVT takes place on an hourly, daily basis or per impression basis, depending on the detection mechanism (e.g., certain filters are per individual impression, outliers are based on the hourly outliers collection, most of the specific (numbers) filters flag the applicable source for that day and the assessment begins anew for the next day. | DV is continually updating items and discovering and analyzing new fraudulent ADIDs throughout the day. Throughout the hour, these are pushed to DVs systems | Once traffic is identified as IVT, IAS places the source utilized to identify the suspicious activity onto a blacklist. The IP blacklist is refreshed once a day to ensure accuracy, and new sources are added to it in near real time. | IP addresses are refreshed after 12 hours | Daily |
| 7) Do you filter on auto-refresh impressions considering an excessive refresh rate as a risk of IVT? | Yes | No | Yes | No | No | No |
| 8) Do you partner with other companies to help you detect Invalid Traffic? | No | No | No | No | No | No |
| 9) Are you able to prevent ads from being viewed post-bid? | Yes | No | Yes | Yes | Yes, on request within adserving system | Yes |
| 10) Has your solution been accredited by MRC for Sophisticated Invalid Traffic? N.B: MRC Accreditation for General Invalid Traffic is included in the viewability accreditation | Yes | Yes | Yes | Yes | Yes | Yes |
| a) If yes, has your solution been continuously accredited since your first accreditation? | Yes | Yes | Yes | Yes | Yes | Yes |
| b) If no, are you in the process of being accredited by MRC? | Not applicable | Not applicable | Not applicable | Not applicable | Not applicable | Not applicable |
[tabby title=”Not accredited” icon=”fa fa-circle-o”]
No measurement company have a not accredited solution.
[tabbyending]
In-app environment
[tabby title=”Accredited” icon=”fa fa-check-circle-o”]
Updated October 11th, 2019 | | | |
|---|---|---|---|
| 1) Do you flag invalid traffic on a user level? | Yes | Yes | Yes |
| 2) Do you flag invalid traffic on a site level? | Yes (app level) | Yes (app level) | Yes (app level) |
| 3) Do you flag invalid traffic on a domain level? | Yes (app level) | Yes (app level) | Yes (app level) |
| 4) What information is used for the IVT filter? (are they shared between campaigns, between clients?) | Reflects activity measured across all tagging publishers/clients/campaigns as well as Comscore panels The Comscore Census Network involves measurement of @ 1.8 trillion events monthly and our panel incorporates insights and a very deep source of forensic investigation from @ 2 million panelists globally. | Shared between all campaigns and clients | Moat analyses all traffic on an impression-level basis |
| 5) Do you use Machine Learning methods for IVT filtering? | Yes | Yes | Yes |
| 6) How often do you refresh the IVT filter parameters? (For instance, when an IP address is blacklisted, how long is it blacklisted for?) | Flagging of IVT takes place on an hourly, daily basis or per impression basis, depending on the detection mechanism (e.g., certain filters are per individual impression, outliers are based on the hourly outliers collection, most of the specific (numbers) filters flag the applicable source for that day and the assessment begins anew for the next day. | DV is continually updating items and discovering and analyzing new fraudulent ADIDs throughout the day. Throughout the hour, these are pushed to DVs systems | Daily |
| 7) Do you filter on auto-refresh impressions considering an excessive refresh rate as a risk of IVT? | No | Yes | No |
| 8) Do you partner with other companies to help you detect Invalid Traffic? | No | No | Yes, Oracle companies DYN and ZenEdge are also utilised when detecting IVT |
| 9) Are you able to prevent ads from being viewed post-bid? | No | Yes | Yes |
| 10) Has your solution been accredited by MRC for Sophisticated Invalid Traffic? N.B: MRC Accreditation for General Invalid Traffic is included in the viewability accreditation | Yes | Yes | Yes |
| a) If yes, has your solution been continuously accredited since your first accreditation? | Yes | Yes | Yes |
| b) If no, are you in the process of being accredited by MRC? | Not applicable | Not applicable | Not applicable |
[tabby title=”Not accredited” icon=”fa fa-circle-o”]
Updated October 11th, 2019 | | | |
|---|---|---|---|
| 1) Do you flag invalid traffic on a user level? | Yes | Yes | Yes |
| 2) Do you flag invalid traffic on a site level? | Yes (app level) | Yes (app level) | Yes (app level) |
| 3) Do you flag invalid traffic on a domain level? | Yes (app level) | Yes (app level) | Yes (app level) |
| 4) What information is used for the IVT filter? (are they shared between campaigns, between clients?) | Information from all media campaigns, analysis is cross platform/client/campaigns | IAS sees up to 10 billion impressions and trillions of events a day, from around the world. Their machine learning technology becomes smarter as it gets more data from advertisers and publishers. IAS clients dont just benefit from the data they contribute but also from fraud detection results across the ecosystem. Additionally, IAS conducts offline technical research into apps and in-app inventory to identify suspicious activity. | IP Addresses marked as invalid for 12 hours are shared globally within Meetrics. |
| 5) Do you use Machine Learning methods for IVT filtering? | Yes | Yes | No |
| 6) How often do you refresh the IVT filter parameters? (For instance, when an IP address is blacklisted, how long is it blacklisted for?) | Daily | Once traffic is identified as IVT, IAS places the source utilized to identify the suspicious activity onto a blacklist. The IP blacklist is refreshed once a day to ensure accuracy, and new sources are added to it in near real time. | IP addresses are refreshed after 12 hours |
| 7) Do you filter on auto-refresh impressions considering an excessive refresh rate as a risk of IVT? | Yes | No | No |
| 8) Do you partner with other companies to help you detect Invalid Traffic? | No | No | No |
| 9) Are you able to prevent ads from being viewed post-bid? | Yes | Yes | No |
| 10) Has your solution been accredited by MRC for Sophisticated Invalid Traffic? N.B: MRC Accreditation for General Invalid Traffic is included in the viewability accreditation | No | No | No |
| a) If yes, has your solution been continuously accredited since your first accreditation? | Not applicable | Not applicable | Not applicable |
| b) If no, are you in the process of being accredited by MRC? | No (planned for 2020 with adoption of OM SDK) | No, working towards mobile SIVT accreditation during 2019 audit cycle | No |
[tabbyending]