IVT detection

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Email traffic

The following applies to email traffic, whether programmatic demand or direct demand. For news reader supply, the ad serving happens through Google Ad Manager and their own traffic filtering is used.

User agent filtering

Search engines, spiders, link validators and other automated traffic sources are filtered based on their User Agent. This traffic is entirely ignored and no ads are served.

IP filtering

We maintain lists of IPs that are known to be a source of non-human traffic. Examples include hosting providers such as Amazon and Azure, as well as residential IPs used by bot & spam networks.

User filtering

We also perform analysis at the user level to detect non-human behavior, based on the email or email hash provided by a publisher. Frequency capping is also involved (although not directly as a IVT filtering system) to prevent abuse from a single user.