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> Openads: Traffic Quality Q&A: Details of the new OpenX Real -Time Traffic Quality Monitoring System
post 4 Oct 2013, 05:41 PM
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If you missed out on our “Protecting the Health of the Digital Ecosystem” webinar, we sat down with Vice President of Marketplace Quality John Murphy to learn more about the OpenX real-time traffic quality system that sets a new standard for the digital advertising industry.

Click here to watch a recording of the webinar!

What does the OpenX traffic quality system include?

Leveraging our in-house Traffic Quality team deep experience in mathematics, distributed computing, data mining and fraud detection, we developed a Hadoop-based system to identify and block invalid traffic from entering OpenX Ad Exchange.

Our system is entirely automated and operates in real-time. By allowing us to make decisions on a request by request basis, we make sure that were not just cleaning out the worst of the worst but making the inventory of even premium publishers cleaner and more pristine.

This state-of-the-art system complements a rigorous human review of all publishers prior to their joining OpenX Ad Exchange. Of the hundreds of sites submitted weekly, we currently reject or block 30% of the requests to enter OpenX Ad Exchange before any deal is ever signed. We believe this dual-process – combining sophisticated technology and human judgment – sets us apart from the competition and puts us at the very forefront of the industry in terms of traffic quality.

How is the OpenX system different than other systems?

Bots and non-human traffic have plagued the digital advertising industry. According to comScore, 36 percent of Internet traffic is non-human. The result of this invalid traffic is poor performance for advertisers and reduced confidence in online inventory.

Currently, most ad exchanges have implemented very rudimentary solutions to address this serious issue. For instance, they might employ simple IP blacklists or flag suspicious publishers and impressions for review sometimes hours or days after a transaction has occurred. By then its too late.

In contrast, OpenX takes a much more rigorous approach whereby all traffic is scored and filtered in real-time using advanced statistical techniques. We prevent the bad traffic from ever entering the exchange in the first place. We want to protect the buyers in our exchange to the fullest.

Are you worried this will reduce your traffic?

We believe that a quality marketplace is in the long-term interest of OpenX. This isnt a purely selfless effort; rather, we believe that by fostering trust in the exchange, we can deepen our relationships with buyers and increase the value of OpenX Ad Exchange for premium publishers. Our team at OpenX is committed to developing the best platform for our publishers and ad buyers.

Who is on the OpenX Traffic Quality team?

One of the best parts of working at OpenX is the great team that weve built. Many members of the team have PhDs from leading universities, including California Institute of Technology, UCLA and University of Pennsylvania, and bring deep expertise in topics like mathematics, distributed computing, data mining and fraud detection. In addition, many cut their teeth doing fraud detection in paid search at companies like Yahoo!, Overture and Shopzilla.

With all of their experience, weve designed a traffic quality system that is at the forefront of the industry.

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