Pixalate spoke with Oleksandra Kazantseva, Head of Programmatic at BizzClick, about tools and practices they use to ensure safety and transparency in their ad ecosystem.
Oleksandra: BizzClick is a rapidly developing programmatic advertising company. It provides access to advanced OpenRTB solutions, incorporating new developments into its tools and platforms. BizzClick focuses on quality, efficiency, and performance. We are recognized industry players with more than 15 years of experience.
Oleksandra: Of course, when we look for new partners, we look for companies that can complement our existing capabilities and offerings and help us achieve our and the partners' business goals. The key factors we consider when evaluating potential partners are:
Oleksandra: We strive to ensure that our inventory meets the highest standards of inventory quality. And we accomplish this thanks to the set of rules and multilayered fraud protection techniques:
Oleksandra: We very much value the trust of our partners and clients, so we are extremely careful to ensure that the traffic provided by our platform is as secure as possible. Of course, we also use the Pixalate solution to monitor IVT, SIVT, and GIVT rates. To ensure maximum security and transparency, we focus on a few key areas:
Here, for example, is the amount of IVT detected by Pixalate for November 2022:
Oleksandra: Without a doubt, the partnership with Pixalate has improved the quality of traffic provided by our platforms, which means increased security for our partners, as well as increased value in the programmatic services market. For example, in the Seller Trust Index ranking of Top Mobile SSPs, we rank 30, which is a great result because there are so many quality and trustworthy platforms on the list.
Oleksandra: With growing concerns over data privacy and transparency, governments and regulatory bodies will likely continue implementing stricter programmatic advertising regulations. This may include rules related to data collecting and sharing, like GDPR and CCPA, and increased transparency requirements for supply chains.
Programmatic advertising is also a highly competitive space, and it is likely that it will be even more overcrowded in the coming years. This may include new players entering the market and established companies expanding their offerings to stay ahead of the competition.
As programmatic advertising becomes more widespread, advertisers and publishers are likely to become increasingly focused on quality. This may include a greater emphasis on viewability, fraud prevention, brand safety, and a shift towards more premium inventory.
Finally, with the increasing amount of data available to advertisers, artificial intelligence (AI) and machine learning will likely play an even greater role in programmatic advertising in the future. This may include the use of AI-powered optimization tools, as well as more advanced targeting capabilities.
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Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”