Critics, Media Ratings Council at odds over solution to invalid ad traffic

Dive Brief:

  • Invalid ad traffic is an issue that impacts every player in the digital ad world, and the Media Ratings Council issued guidelines in October to improve how vendors report bad traffic.
  • The guidelines break invalid traffic into “general” and “sophisticated.” Ad tech vendors have issues with the sophisticated category because it involves more judgment on their part meaning each vendor is determining invalid traffic differently based on probabilistic techniques.
  • According to an Interactive Advertising Bureau report from November, invalid traffic is responsible for $200 million in lost ad revenue.

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