White Ops for Supply Side Platforms

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Fraud and SSPs

Supply Side Platforms (SSPs) make it easier for publishers to sell ad inventory to buyers. However, with so many publishers across the globe willing to sell advertising inventory, it can be hard to know which ones have legitimate traffic and which ones may have fraudulent traffic.

Some of the challenges SSPs face with ad fraud are:

  • Vetting and validating new supply sources: it can be time-consuming to figure out if a publisher has legitimate traffic. Furthermore, it can be hard to vet the quality of a publisher without the view of an independent third party.
  • Dealing with clawbacks: retroactively paying DSPs, agencies, or direct customers when fraud is found retroactively is inefficient. Preventing fraud in real-time is an effective way to reduce clawbacks.
  • No single source of truth: without a single source of ad fraud prevention and detection, it can be hard to know how much fraud is occurring. Many DSPs often rely on a variety of measurement vendors, which can compound this issue. All of this makes it even harder to assess how much fraud there is, where it originates from, and what to do about it.
  • Fraud is growing 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, 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 SSPs Need to Minimize Fraud

  1. Real-time, pre-bid fraud prevention: instead of relying heavily on due diligence and vetting of publishers to reduce fraud, SSPs can rely on real-time prevention. By preventing fraud in real-time, SSPs can onboard new suppliers quickly and take action if certain publishers have higher rates of fraudulent activity.
  2. 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.
  3. Visibility and Scale: working with a large number of publishers requires a solution that can operate in real-time no matter the volume of data.

How SSPs Use White Ops

SSPs using White Ops maximize their win rates and revenue potential by delivering human validated supply. SSPs use White Ops to prevent pre-bid fraud in real-time, across all digital environments in their supply chain. 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, SSPs 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, SSPs can identify which sources have generated IVT, and track blocked pre-bid IVT over time.

Benefits of White Ops for SSPs

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Make the internet safer for advertisers

Ensure fraudulent supply doesn’t make its way to buyers.

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Single source of truth

White Ops works with largest SSPs in the market today. We analyze one trillion transactions per week across our customer base.

What leading SSPs are saying about White Ops

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