GroupM "IVT Methodology and Tactic Recommendation Whitepaper"
GroupM, the media investment group of WPP, today releases its "IVT Methodology and Tactic Recommendation Whitepaper". Co-produced by RTBAsia, Miaozhen Systems, and AdMaster, the three companies that joined GroupM's Brand Safety Initiative in June, the whitepaper explains in detail what Invalid Traffic is and how it is categorized. Analytical tools such as data field and identifiers are described along with proposed tactical responses to offer a practical guideline for advertisers in tackling the problem of Invalid Traffic.
"Risk awareness is the prerequisite for any actions, including media investment. Media investment management is maximizing the return and minimizing the risk," said Mickey Zhang, CEO of Programmatic Business, GroupM China. She explained the reason behind the whitepaper, "It's to give advertisers a more comprehensive understanding of Invalid Traffic. The paper also promotes key industry collaborations creating positive engagement and solutions for the issue."
”Risks in the digital supply chain include Invalid Traffic, viewability, ad blocking and contextual brand safety, among others. Invalid Traffic poses the greatest concern in China as it threatens the trust of the digital marketplace as a whole.
Definition and Categorization
Two categories of Invalid Traffic are identified, namely, GIVT (General Invalid Traffic) and SIVT (Sophisticated Invalid Traffic). The former consists of traffic identified through routine means of filtration executed through application of lists or with other standard parameters checks, like the Abnormal Traffic Monitoring Standards of IIACC (Interactive Internet Advertising Committee of China). SIVT consists of more difficult to detect situations that require advanced analytics, such as multi-point corroboration and significant human intervention to analyze and identify.
The whitepaper lists and compares the two categories. It should be noted that the categories of Invalid Traffic are subject to modifications, based on technical improvement. The GIVT list requires constant updating. Some of the SIVT categories may be moved to GIVT due to more sophisticated identification and filtration methods developed over time.
Detection, Filtration and Reporting
The whitepaper provides an in-depth description of Data Fields, which are the basis of the IVT detection and filtration. To facilitate the understanding of IVT report metrics, RTBAsia, Miaozhen Systems and AdMaster metrics and corresponding definitions are employed in the whitepaper. The three companies joined GroupM’s Brand Safety Initiative in June.
GAO Ya, VP of Technology at Miaozhen Systems said, "We take the view that the best practice to identify IVT is to analyze who, why and how behind them. Armed with the background knowledge, it is possible to effectively target and identify IVT with corresponding algorithms."
Tenly Wu, Chief Product Officer at AdMaster said, "The prevention of ad fraud needs a two-pronged approach. It relies on third party measurement companies to maintain constant perfection of their IVT verification and analytical technologies. A set of universal viewability and measurement standards is equally vital for its success. Technology plus universal standards are the keys to the healthy growth of the digital advertising sector."
”Tactic Recommendations and Best Practice
Constructive proposals on tackling IVT and illustrative cases are offered in the whitepaper.
"Invalid Traffic brings no value to the advertiser nor is it part of the contractual traffic," said Andy Fan, CEO and Co-founder of RTBAsia, "Filtration of IVT in digital advertising is made possible through the technological and operational cooperation of trailblazers in the sector."
”Though IVT verification and filtration is technology-centric, the key to its realization and success lies with the decision-makers. It relies on cooperation and collaboration between advertisers with a comprehensive understanding of IVT and its monitoring, third party measurement companies and publishers with determination for its implementation.
GroupM is the leading global media investment management company for WPP’s media agencies including Mindshare, MediaCom, Wavemaker, Essence and m/SIX, and the outcomes-driven programmatic audience company, Xaxis. Responsible for more than US $108B in annual media investment by some of the world’s largest advertisers, GroupM agencies deliver an advantage to clients with unrivaled insights into media marketplaces and consumer audiences. GroupM enables its agencies and clients with trading expertise, data, technology and an array of specialty services including addressable TV, content and sports. GroupM works closely with WPP’s data investment management group, Kantar, and together they account for almost 50% of WPP’s group revenues of more than US $19B. GroupM delivers unrivaled marketplace advantage to its clients, stakeholders and people.