Rocket Fuel (NASDAQ:FUEL) , a leading provider of artificial intelligence (AI) advertising and marketing solutions for global agencies and brands, today announced The Quality Challenge for Digital Marketers, an initiative to educate digital marketers about the quality of impressions and visitor traffic delivered by their online display advertising programs. The Quality Challenge is simple: marketers should require that any company that buys digital media on their behalf-including ad networks, DSPs, and agency trading desks-have the quality of those media impressions validated and publicly reported on by a qualified and authoritative third party from the Interactive Advertising Bureau’s (IAB) Anti-Fraud Working Group. To further aid the advertising industry in combating fraud in digital advertising, Rocket Fuel is today releasing Traffic Scanner (http://trafficscanner.rocketfuel.com), an impression and traffic-quality monitoring tool that is free of charge to all users.
Rocket Fuel recently commissioned a study with Forensiq (http://forensiq.com/), an accredited member of the IAB and a participant in IAB’s Anti-Fraud Working Group, to evaluate the quality of impressions. Evaluating data from 142 million impressions across 34 campaigns, the results confirm that Rocket Fuel-served impressions were of high quality, with only 3.72% of impressions categorized as being at high risk of being bot or non-human traffic, reinforcing the results the company found using Traffic Scanner.
Released today in beta, Traffic Scanner will provide any advertisers, their agencies, and any DSP provider with full visibility into their impressions traffic quality score across their full online ad programs and media properties. Rocket Fuel’s quality score for suspect impressions is 3.45%, far below comScore’s finding that 36% of all web traffic is fraudulent (http://www.comscore.com/Insights/Blog/Battling-Bots-comScores-Ongoing-Efforts-to-Detect-and-Remove-Non-Human-Traffic).
“I cannot stress enough how important we feel it is for marketers and providers in the industry to adopt the standard practice of using a third party from the AFWG to evaluate and report on traffic quality,” said Ari Levenfeld, Senior Director of Privacy & Inventory Quality of Rocket Fuel. “This is why we use Forensiq as our partner on quality traffic and recommend them to our customers. Traffic Scanner is not a substitute for using a third party. But we believe the industry needs a freely available “first look at the numbers” solution that cuts through the FUD and leads to increased trust and value in the ecosystem-so we’ve launched Traffic Scanner.”
“It’s interesting that a buy-side vendor is leading the charge here; one could argue that supply-side aggregators are in a better position to prevent fraudulent or suspicious activity given their position in the ecosystem,” said Seth Ulinski, Senior Analyst, Technology Business Research. “Rocket Fuel’s introduction of Traffic Scanner-a Google Analytics of ad fraud-should be extremely well-received by advertisers seeking to reduce wasted impressions, therefore improving ROI. It’s refreshing to see Rocket Fuel taking a leadership position by openly challenging the industry to measure and publicly share their level of inventory quality exposure. A third-party tool of this kind is a must-have for advertisers.”
Rocket Fuel’s AI technology self-optimizes to drive real results based on advertisers’ objectives. The company’s AI technology evaluates more than 58.2 billion bid requests every day in the highly complex real-time bidding environment. As a result, Rocket Fuel’s advanced pre-bid filtering rejects up to 40% of the impressions on offer based on established patterns of fraud and brand safety.
About Traffic Scanner
Traffic Scanner uses the same Rocket Fuel detection and fraud blocking technologies currently built into its platform, making these technologies available for monitoring, reporting, comparing, and identifying quality impression and traffic scores for any display-advertising campaign and media property. Traffic Scanner is available to anyone, free of charge.
Traffic Scanner analyzes hundreds of behavioral and contextual signals that are indicative of non-human or fraudulent activity to report on the percentage of “Quality” vs. “Suspect” impressions. For example, if a user loads an ad every 30 seconds exactly, Traffic Scanner recognizes that this is not a typical human activity, and will likely score the impression as “Suspect.” In contrast, if a user has made online purchases, Traffic Scanner recognizes this is a human activity and will likely score the impression as “Quality.” Rocket Fuel will not publish the detailed list of factors it looks at, to avoid making it easy for fraudsters to revise their methods.
To use Traffic Scanner, simply apply the Traffic Scanner pixel to your display campaign or website and Traffic Scanner will begin to report on daily quality. For more information or to register for Traffic Scanner online, please visit http://trafficscanner.rocketfuel.com.
Traffic Scanner is currently available in the U.S., Canada, and the UK. Existing Rocket Fuel customers can easily opt in to access Traffic Scanner reports and enable setup across their digital media campaigns.
To learn more about Traffic Scanner, please visit http://rocketfuel.com/blog/rocket-fuel-introduces-traffic-scanner.
About Rocket Fuel
Rocket Fuel delivers a leading programmatic media-buying platform at Big Data scale that harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels. Rocket Fuel powers digital advertising and marketing programs globally for customers in North America, Europe, and APAC. Customers trust Rocket Fuel’s Advertising That Learns(R) platform to achieve brand and direct-response objectives in diverse industries from luxury cars to financial services to retail. Rocket Fuel currently operates in more than 20 offices worldwide and trades on the NASDAQ Global Select Market under the ticker symbol “FUEL”. For more information, please visit http://www.rocketfuel.com or call 1-888-717-8873.