White Ops for Demand Side Platforms

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Fraud and DSPs

Demand Side Platforms (DSPs) have made advertising more efficient. DSPs allow advertisers and agencies to automate the purchase of media across multiple supply sources through real-time bidding. However, advertising fraud is a challenge DSPs cannot ignore.

Some of the challenges DSPs face with ad fraud are:

  • Clawbacks: dealing with clawbacks from clients when fraud is found retroactively is inefficient. Ultimately, it can also make predicting revenue more difficult.
  • Large data volumes: DSPs often work with a large number of suppliers and are in charge of ensuring quality across their entire supply market. This means minimizing fraud without pre-bid prevention capabilities is a large, inefficient task. Large data volumes also mean that DSPs deal with media types and formats of all kinds.
  • No single source of truth: DSPs often rely on a variety of measurement vendors, some of whom report fraud. This makes it even harder to assess how much fraud there is, where it originates from, and what to do about it.
  • Fraud is increasingly sophisticated: Conventional bot defense relies on list-based lookups and finding anomalous behaviors. However, the challenge today is that bots have evolved significantly and can now perfectly imitate human behaviors. Today, over 75% of bot activity comes from residential machines. This new real estate allows bots to closely mimic human behavior, rendering conventional methods less effective. White Ops overcomes this challenge with our sophisticated, multilayered detection methodology which detects bots and invalid traffic with unprecedented accuracy.

What DSPs Need to Minimize Fraud

  1. Advanced detection of bots and invalid traffic: at its core, advertising fraud is a cybersecurity challenge, not a measurement issue. Fraudsters are often using sophisticated bots that can closely mimic human behavior. Advanced detection that is continuously adapting to stay ahead of fraudsters is far more effective than traditional anomaly-based solutions.
  2. Real-time, pre-bid prevention: preventing fraud outright will reduce the headache of clawbacks.
  3. Visibility and scale: working across a large number of suppliers requires a solution that can operate in real-time no matter the volume of data.

How DSPs Use White Ops

DSPs use White Ops to prevent pre-bid fraud in real-time, across all digital environments. White Ops tags can be deployed within minutes through JavaScript, software development kit (SDK), or a 1x1 pixel for environments that do not accept JavaScript. 

With tags deployed, DSPs  use White Ops MediaGuard, an API for server to server integrations. MediaGuard evaluates each impression before it is auctioned in the real-time bidding (RTB) process. Our algorithm continually learns from the results of the global detection network to accurately predict the presence of bots and invalid traffic. Using the White Ops dashboard, you can identify which sources have generated IVT, and track blocked pre-bid IVT over time.

Benefits of White Ops for DSPs

What leading DSPs are saying about White Ops

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