Rooting out Botnet and Non-Human Traffic
Everyone in advertising technology has a role and stake in the effort to root out botnets and non-human traffic (NHT), according to Rubicon Project, which is reinforcing the integrity of its REVV Platform, a real-time trading platform for buying and selling digital ads, by engaging in what it refers to as “cutting-edge analytical detective work – managed by humans and aided by technology.”
Using various detection methodologies, the Rubicon Project looked for publishers with abnormal traffic patterns. The process is supported by a set of proprietary algorithms that use a variety of signals to numerically score each impression in real time; algorithms within Rubicon’s Brand Protection suite; as well as other pattern-analysis algorithms.
So what happens when botnets or non-human traffic are detected?
“When it’s determined that publishers have violated our policies by passing us non-human traffic, we forbid them from transacting or using our REVV Platform,” said Jeremy Fain, Vice President of Client Services at Rubicon Project. “If we suspect a publisher is acting inappropriately, we monitor its behavior carefully, and, if necessary, terminate it as a client. When a buyer reports suspicious activity, we investigate thoroughly and take appropriate action.”
The Rubicon Project is also working with publishers who are unknowingly buying botnet traffic to correct such practices and educate the industry on best practices.