Implementation of Adloox in Gazprom Media Digital

On December 14, 2017 it was announced that Gazprom-Media Digital integrated technology of audit of quality of traffic of the Internet platforms Adloox, one of the largest players of international market of audit and verification of advertizing stock. Since January 1, 2018 the seller starts global monitoring of stock on keyword parameters – visibilities of advertizing, to fraudulent traffic and reputation security. Within start of filtering system of traffic the product line of the company will be rebuilt: the seller passes to work only with license stock on which 98% of demonstrations of advertizing is necessary, at the same time the placement price in such content will fall by 23%.

Gazprom-Media Digital (GPMD) began to implement traffic filtering system in June. Jointly with the technology partner Brainrus company the seller measured the parameter of visibility of advertizing (Viewability) on the partner websites, and in September passed to global monitoring of all stock on desktop computers (Desktop). In October GPMD integrated the module Adloox which allows to measure reputation security (Brand Safety) and to fix fraudulent traffic (Fraud), and started test measurements of traffic by these parameters on non-commercial advertizing campaigns. During tests the problem zones on stock and feature of the Russian traffic which demanded to correct algorithms Adloox regarding determination of the Fraud and Brand Safety parameters were revealed. In December algorithms were updated.

It is supposed that commercial placement will be carried out in completely cleaned traffic. The result of test measurements of the general incorrect traffic (General Invalid Traffic, GIVT) appeared within expected and was 0.4% that demonstrates the actual absence in stock of GPMD of similar violations. At the same time at a number of partners the violations connected using more difficult and veiled techniques of concealment of methods of wrapping of traffic were revealed (Sophisticated Invalid Traffic, SIVT).

After reset of the product GPMD implements video advertizing traffic of 20 Internet resources (desktop and mobile):

• portals of the leading Russian NTV television channels, TNT, Match of TV, "Pyatnitsa", TB3, 2x2 and also website dom2.ru;
• the systems of distribution of license content Ruform including social networks VKontakte, Odnoklassniki and the platform Twitch.tv;
• Rutube video hosting;
• online movie theater Ivi.ru;
• InVideo Network and NewPole video networks;
• websites Rambler and RBC;
• sports KHL.ru and Sportbox.ru resources;
• thematic platforms Nickelodeon and Newstube.

Integration of the Adloox system demanded to rebuild a product line of a seller. Still GPMD offered advertisers two basic options of placement: a packet Scope included advertizing in the user and license content, the packet License was limited only to license video. Now GPMD passes to the new product In-roll providing work with license stock on which 98% of demonstrations will fall. At the same time the indicator of examination of advertizing will be 60%, visibilities – 65%. In-roll will include a line of the advertizing GPMD formats on mobile devices (Pre-roll, Mid-roll, Post-roll, Pause-roll, In-read, Pre-loader) and desktop computers. Deflation of cost thousands of demonstrations of advertizing (SRM) in license stock will be 23%: the price will fall from today's 975 up to 750 rubles.

"GPMD and Brainrus took the first steps in the direction designed to provide quality of traffic on the websites which advertizing opportunities are implemented by a seller, – the managing director of Adloox Andrew Profet says. – During testing we set some features rossiysokgo the Internet market and revealed new difficult models of fraud. Adloox managed to adapt quickly to these realities and to improve methodology of identification of the fraudulent traffic fixed at partner suppliers of GPMD".