Leading Digital Marketplace Platform Now Has Unparalleled Ability to Guarantee Validity of Traffic to Marketers

NEW YORKOct. 17, 2017 /PRNewswire/ – With bot traffic and audience verification hot-button issues for advertisers and marketers, the digital publishing and marketplace platform Purch is rolling out new features across its 25 owned and operated (O&O) brands and partner sites to combat growing ad fraud threats. The move comes as Purch is already surpassing the independent verification of Integral Ad Science’s (IAS) global benchmark by a full 10 percentage points when compared to buys that are not using ad fraud prevention technology, highlighting the platform’s ability to consistently deliver authentic content to authentic audiences.

“While marketers and advertisers rely heavily on digital marketing to reach audiences quickly, at scale, they question who exactly is engaging with these campaigns and in what context. Purch is committed to pushing the boundaries of how we protect our sites, and those of our partners, by offering the best brand safety and audience verification possible,” said Greg Mason, CEO of Purch.

Purch recently rolled out a new Javascript-based bot detection system as an integrated part of RAMP, the company’s programmatic platform. The new bot detection system provides Purch and all of its publishing partners on RAMP with another tool to detect bots on their sites. As part of this rollout, Purch has built functionality into RAMP that prevents the serving of programmatic ads in real time to any traffic that is flagged as bots.

In addition, Purch’s capabilities include the following:

  1. All of Purch’s owned-and-operated sites have Shieldsquare, AI-driven bot detection and interception, integrated. This detection and prevention runs on every single page request. If a known bot is detected, it is automatically blocked. If the traffic is at all suspicious, the page is blocked until the user has filled out a CAPCHA to prove they are a human.
  2. Purch also runs Integral Ad Science across its O&O and partner sites, and then passes the Impression Score for each page request into the ad server. This allows Purch to actively target advertising campaigns away from anything IAS flags as non-human traffic.
  3. Lastly, the company has also integrated real-time malware blocking into RAMP, and is running it across all of its O&O and partner sites.

“There is no other header-bidding system that integrates these capabilities. Purch has the only technology in the industry that prevents the serving of ads in real time to any traffic that is flagged as bots,” said John Potter, Chief Technology Officer. “The result of all this work is that Purch has an unparalleled ability to guarantee our advertisers that our O&O and partner traffic is real, particularly compared to other companies that monetize traffic from sites that are not owned and operated.”

To learn more about Purch and its owned-and-operated sites, please visit www.purch.com.

Purch is a digital publishing and marketplace platform uniquely positioned at the intersection of content, commerce and customer. By combining in-depth product reviews, comparisons, and services with industry leading publisher technology, Purch creates a seamless connection between intent-based buyers and sellers. The company generates more than $1billion annually in facilitated commerce through its tech, shopping, lifestyle and SMB brands, including Tom’s Guide, Top Ten Reviews, ShopSavvy and Business.com. With more than 1,200 product categories, Purch is the #1source for buying advice for more than 100 million people each month.


By Ross Benes

Relying on ad tech vendors is a hard habit for publishers to quit.

Because vendors eat into publishers’ revenue and slow down their pages, pubs are eager to purge them to have more control over their own tech stacks. But even if a publisher has a strong internal tech team that is capable of building its own products to replace third parties, a lot of vendors stay embedded in publishers’ stacks because pubs don’t want to pay engineers to monitor and tweak these products, and they want somewhere to turn for a quick fix whenever there is a malfunction.

“Sometimes I need a neck to throttle when something breaks,” said a publisher head of product requesting anonymity, when asked why his company outsources some of its ad tech.

When deciding whether to build ad tech themselves, publishers make decisions based off their core competencies. A rep from a comScore top 100 pub with a strong video focus said it built products to replace video vendor Brightcove and native-ad vendor Sharethrough because native and video are major parts of this pub’s business model, and the investment would pay off in the long run since the publisher only expects video and native to grow. But the publisher declined to build its own ad server for display inventory.


There are also ad tech vendors whose products benefit from economies of scale that wouldn’t be possible if a single pub were to go in alone. Purch has a tech team that built its own server-to-server product that it uses to sell all of its programmatic inventory server-side, which is rare among publishers. But it keeps around bad-ad detectors like Ad Lightning and Media Trust because those vendors offer sophisticated detection since they learn from the billions of impressions they analyze across multiple clients, said Purch CTO John Potter.

Read the full article here: https://digiday.com/media/publisher-vendor-habit/


A publishing executive, speaking under the condition of anonymity, recently told a story that has industrywide implications. Despite putting only 20,000 daily video impressions in the open market, this executive said, some advertising partners had purchased over 100,000 daily video impressions that they had believed belong to the publisher.

Mike Hannon, vp of yield and revenue optimization at Purch, said that to prevent these kinds of theoretical blunders, publishers should only work with vendors who accept and respect their agreed upon terms. He added that publishers should make it clear that they specifically prohibit inventory reselling if that is something that concerns them.

“The biggest thing is to have that conversation and make some phone calls to see what is happening,” Hannon said. “Any one of the big SSPs can find out where impressions are coming from. … So be careful of where you are putting out supply.”

Read more: http://digiday.com/publishers/ssp-arbitrage/


Content marketing company Purch has partnered with Index Exchange for a new server-to-server integration for video header bidding, a tie-up it hopes will it maximize monetization opportunities while still not detracting from consumer experiences.

The integration will allow Purch to simultaneously auction banner and video ads with unlimited demand sources without adding any extra latency on the page, according to the pair.

Purch claims the development will ultimately improve transparency and competition, as many advocates of header bidding argue that adoption of the technology can help them open up to demand from third-party ad exchanges, thus reduce their reliance of the internet’s dominant ad stack (ie Google’s DoubleClick), thus reduce their reliance on ‘waterfalling‘.


Read more: http://www.thedrum.com/news/2016/12/14/purch-partners-with-index-exchange-new-chapter-video-header-bidding

Purch, which first implemented header bidding three years ago, has moved on.The portfolio of product review and tech sites turned off most of its header bidders last month and moved to server-to-server integrations with the same partners.

Industrywide, server-to-server is considered a logical next step after header bidding. Amazon is moving server-to-server, and Google’s exchange bidding product is building server-to-server connections with partners.

“What’s great about header bidding is that it adds more demand sources and competition,” said Purch CTO John Potter. “What’s not good about it is that the entire process takes place on the user’s browser. Moving server-to-server, we get rid of all that back-and-forth on the client side and remove a lot of clutter and latency from the user’s page.”

To create its server-to-server connections, Purch used its own team of engineers to work with its ad tech partners on developing server-to-server connections.

Once Purch switched to server-to-server connections, it saw latency decrease by at least half a second. Revenue held steady, maintaining the gains Purch saw when it switched to header bidding.

While Purch rolled out server-to-server, Potter kept its header bidding partners live, but he soon turned those off.

“As we added more demand sources [server-to-server], we found the header bidders weren’t winning enough inventory to make it worthwhile,” Potter said.

With its custom solution, Purch is including not just banner ad demand sources server-side, but partners bidding on video ads or native placements. It works with 21 partners via server-to-server integrations.

Those partners see Purch’s inventory more reliably, because fewer of their bids time out, Potter said. Ads serve faster, improving viewability and wasted bids.

By building its own solution, Purch can see every scrap of bidding data, including both winning and losing bids, and the spread between them. Potter considers data key to publishers controlling their inventory and understanding its true value.

While Purch’s move to the server side made sense for the company, Potter doesn’t expect many other publishers will take the same path. For one, publishers must have enough scale to entice their ad tech partners to build their end of the connection. And most publishers don’t employ ad tech engineering teams to build these connections.

“Publishers will have to wait for someone to productize it for the most part,” Potter predicted. “I think this is going to be slower than header bidding because it’s harder to implement.”

That said, Potter says Google’s exchange bidding product could see swift adoption and publishers will realize the gains of speed that come with server-to-server connections.

“When exchange bidding is rolled out as a full-fledged product to people,” he said, “it will go quickly.”

Read more: https://adexchanger.com/publishers/purch-ditches-header-bidding-moves-server-server/


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