Showing no signs of slowing down in 2016, programmatic advertising continues to reign as the heavyweight champ of advertising. With 87% of marketers seeing a greater return through programmatic ads compared to traditional media buying, programmatic advertising takes the title as agencies’ advertising method of choice. However, the targeting, flexibility, and measurability of programmatic is facing one pesky competitor in the ring: non-human traffic.
Viewability is an industry-wide problem that has been simmering for months, and Yashi has taken the initiative to confront it head-on long before it boils over. As pioneers in the space, we launched Yashi Protect in Q3 of 2015 with the implicit mission of protecting the integrity of our advertisers and their campaigns.
Through a mix of machine learning techniques, human inspection, and third party validation, Yashi detects questionable publishers and bot traffic, then diverts customers away from that suspicious inventory. Protect is the latest in a series of Yashi product updates and transparency initiatives that empower advertisers to find the best avenues for increased effectiveness and ROI.
So, how exactly does it work? Here’s a snapshot of the four-pronged approach that Yashi has adopted:
STEP 1: Blacklist Inspection
Most Demand Side Platforms (DSPs) sell the concept of reach to their advertisers, often to the tune of 400,000+ domains. While this number sounds great for agencies who are trying to serve ads to their ideal audience wherever they may be on the internet, the problem lies in the fact that there is a wide range of quality within those 400,000 sites. Many of those domains are riddled with bot traffic and viewability red flags. To trim the fat and leave only the lean inventory sources, Yashi runs every single domain through two global blacklists. If it passes the test, the domain moves on to Step 2.
STEP 2: Third Party Validation
After Yashi’s preliminary blacklist inspection, our domains go through a rigorous analysis via third party measurement platforms. We run all of our approved domains through industry-leading vendors, then apply our own proprietary process to whittle down our domain list even more. This leaves only the sites that fall under the Yashi standard of premium inventory.
STEP 3: Quality Control Team
The remaining domains are then passed on to our quality control team, who visually inspect each domain and monitor for any signs of suspicious activity. We also track our currently running campaigns to assess viewability and nonhuman traffic to the domain level on a daily basis.
STEP 4: Continuous Monitoring
New domains pop up every day, and as publishers push to monetize better quality sites, the pool of potential opportunities grows. We cap each new domain that passes our inspection process at 1000 preliminary impressions. We then sift through all acquired data and make sure they are up to the Yashi Protect standard before officially adding them to our list of quality domains.
According to Yashi’s Head of Sales, Leo McInnis, “When we initiated the new process, it was amazing to see how many of the customers’ KPI’s were more easily attained. Every customer of Yashi’s DSP benefits from this technology. There is no additional operational overhead, and more importantly, there is no additional charge.”
Yashi Protect comes standard with every campaign on the Yashi platform. To learn more about how improved viewability can impact your marketing performance, contact us to schedule a demo today.