How TripleLift Stops Ad Fraud in Its Tracks

By December 2, 2019 January 1st, 2020 No Comments

An eMarketer’s 2019 report on fraud revealed that between $6.5 and $19 billion are lost to fraud yearly.

Read that again.

It’s difficult to pinpoint exactly how many working media dollars are lost because fraud protection vendors evaluate fraud using different methodologies, but knowing that the number is in the billions is alarming. Buyers may feel the impact of fraud on their media budget, but may not know where to start when it comes to choosing supply partners who best protect their budgets.

According to White Ops, industry benchmarks for invalid traffic (IVT) are 9.6% overall and 11.2% for video.

According to WhiteOps, the industry benchmark for invalid traffic (IVT) is 9.6%

TripleLift has taken a diversified approach to tackling fraud pre-bid and post-render across multiple partners. This allows us to get closer to pinpointing exact instances of fraud — and stopping each in its tracks.

  • To start, our partnership with White Ops allows us to pre-scan bids before they go to auction, wiping out fraud before creatives can ever serve.
  • Then, the White Ops FraudSensor fires afterwards on sampled inventory to inform and improve the White Ops algorithm.
  • We also leverage IAS and Moat tags that evaluate IVT after the creative has rendered.

Below, see how TripleLift compares to industry benchmarks.

TripleLift drastically outperforms the industry average, with overall invalid traffic (IVT) at only 0.4%

As certified members of the Trustworthy Accountability Group (TAG), we will continue to iterate and evolve our fraud protection methodologies and partnerships so that we can do our part to help clean up the programmatic ecosystem.


For more information on our inventory quality practices at TripleLift, reach out to inventoryquality@triplelift.com.