(As posted on MarketWired)
Largest Independent Video SSP Establishes New Benchmarks With Proprietary Technology to Address Non-Human Traffic and Domain Masking
DENVER, CO–(Marketwired – Aug 17, 2015) – Altitude Digital, the largest independent video supply-side platform (SSP), today announced that it has lowered the rate of non-human traffic (NHT) within its supply to less than 1 percent, going well below industry averages to provide marketers with new benchmarks and industry-leading quality video environments for their ad messages.
The achievement is the result of a six-month effort to enhance the overall quality of Altitude’s video marketplace. Altitude’s technology-first approach employed a fraud filtering and reporting solution for premium publishers formed in partnership with Integral Ad Science, the leading global provider of actionable advertising intelligence for buyers and sellers of digital media. Through this robust new reporting, Altitude’s ARENA platform filters out non-human traffic before it ever reaches an exchange or direct campaign.
Altitude also developed and deployed a proprietary “True URL” detection feature in ARENA® 2.0 to eliminate non-transparent domains from its marketplace and dramatically reduce domain masking.
“The goal of today’s advertising platforms is to provide advertisers with the highest quality opportunities and provide publishers with the tools and data to increase the value of their supply,” said Jeremy Ostermiller, CEO of Altitude Digital. “That starts with cleaning out the bad apples, including fraudulent impressions and masked URLs. We are also able to increase the overall quality by reducing the total number of opportunities in our exchange — eliminating wasted ad calls and better matching advertiser demand.”
Additionally, Altitude proactively reduced their mobile supply opportunities by more than 50 percent. This reduction serves to minimize waste and friction and ensure a more streamlined and efficient buying process for advertisers. As a result, buyers are exposed to higher quality ad opportunities and more engaged audiences on their mobile devices.
Altitude’s non-human traffic (NHT) and True-URL filtering and reporting combined with a proactive reduction in supply has increased the overall quality of available inventory for advertisers and improved fill rates and revenue opportunities for publishers.