FirstImpression.io, a leading Ad Tech company, creates tailored, no-code ad products for news publishers and monetizes them through partnerships with ad exchanges and Supply-Side Platforms (SSPs) to maximize revenue. However, high Invalid Traffic (IVT) rates reported by Google on several publisher sites led to payment deductions and risks of site bans, threatening partnerships and revenue.
FirstImpression.io needed an IVT detection and prevention solution that met five critical criteria:
FirstImpression.io evaluated four IVT detection tools: HUMAN, Protected Media, Escalated.io, and Pixalate.
After initial assessments, Protected Media and Escalated.io were shortlisted for their affordability, flexibility, and Sophisticated Invalid Traffic (SIVT) detection capabilities. A one-week pilot was conducted across six publisher sites, primarily news-focused with dating and classifieds included to test performance across verticals. Sites had varying IVT levels (High, Medium, Low) as reported by Google. Each vendor tested three sites, using pre render IVT detection to block ad rendering for invalid traffic. After one week, vendors switched sites, and Google reassessed IVT levels.
Analysis:
Escalated.io demonstrated superior IVT detection and prevention, making it the clear choice.
FirstImpression.io adopted Escalated.io’s SaaS solution, leveraging its straightforward APIs for flexible pre-render and post-render integrations. These enabled targeted IVT prevention for high IVT sites and sampling-based monitoring for low-IVT sites, minimizing ad rendering speed impact while maintaining page performance. The platform’s comprehensive analytics isolated problematic traffic segments across news, dating, and classifieds verticals. Escalated.io’s timely, transparent, and personal support ensured smooth custom integrations and ongoing assistance.
Escalated.io’s affordable, flexible, and high-performance IVT detection and prevention solution
empowered FirstImpression.io to protect its news publishers and ensure sustainable monetization. With robust analytics and outstanding support, Escalated.io has been a trusted partner for over five years, driving long-term success in a competitive Ad Tech landscape.