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.

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3/28/17 Adds 30th Server-to-Server Demand Partner to Drive True Market Value for Publishers NEW YORKMarch 28, 2017 /PRNewswire/ – Purch, a digital publishing and marketplace platform, announced today that is has added its 30th demand partner to S2S, its server-to-server header bidding system. S2S includes a unique variety of demand sources working cross-channel – from display, native, and video – and an innovative pricing model designed to optimize auction outcomes and increase yield by as much as 50-75 percent. With more than three years of learnings and innovation in the space, Purch is among the first publishers to develop an in-house yield optimization platform of this caliber.

“With 25 different brands in our portfolio, we recognize the myriad challenges facing publishers today,” said Greg Mason, CEO of Purch. “We developed a solution that helps us capture the true market value of our assets at a time when publisher inventory has been devalued by programmatic advertising. It’s a powerful tool that can change the dynamics of the marketplace and one that other publishers have also been really excited about.”

Purch has built a comprehensive Publishing Technology stack (PubTech) to enable its unique marketplace model of connecting buyers and sellers in consumer and SMB markets. S2S is a key layer of Purch’s PubTech platform as it works to optimize yield on the whole page and maximize efficiencies across brands. This model has already seen success across Purch’s owned and operated and partner sites, with new bidders regularly being added. The company continues to lead the field in yield optimization strategies and is now innovating on key platforms such as Google AMP and video.

S2S is the latest in a series of proprietary publishing technologies created by Purch in order to provide a seamless connection between content, commerce and customers.

About Purch

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 tech, 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 #1 for buying advice for more than 100 million people each month.

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