November, 2021

by Team clean, on Nov 30, 2021 1:59:00 PM

What's New In November ?

Ad Stacking

This month we wanted to provide a general refresher on Ad Stacking and introduce a new dashboard update for our customers.  In August we shared our introduction to ad stacking, and how it ultimately hurts advertisers and their bottom line.  As a quick recap, this fraudulent script showcases one ad to the end user but allows for multiple (more like dozens!) of unapproved creatives to serve within a single unit.

The trick here is, they are loaded behind the approved ad with nearly zero opacity so the user experience is never hindered.  Even worse, these ads can be set on a banner rotation so once the ad lasts long enough to count for the impression another one is loaded in its place thus impacting campaign budgets without clear explanations.  So the question here is, if the publisher and end user are unaware that this is happening, who is able to detect and protect from this fraudulent behavior?

The clean team has worked to uncover how this sophisticated IVT can affect hundreds of thousands of impressions per day for different platforms.  In the last few weeks we have seen over 400 sites impacted by ad stacking and 2.2M fraudulent impressions delivered.  Catching this type of behavior is difficult and time consuming so it's important to pay attention to your data.

Heavy Ads

In other cleanAD news, our team is excited to announce that publishers will now see heavy ads reported in their dashboard.  While not actually harmful to your webpage or end-users, heavy ads often break advertising standards and can damage revenue by driving traffic away from your site.  Heavy ads are any ad the user has not interacted with, while also meeting any of the following criteria, according to Google Developers:

  • Uses the main thread of your site for more than 60 seconds in total
  • Uses the main thread of your site for more than 15 seconds in any 30-second window
  • Uses more than 4 megabytes of network bandwidth

How To Find Heavy Ads Data in cleanAD

Reports will appear under a Heavy Ads tab along the left-hand side of the Dashboard.  Unlike other product features, we do not block heavy ads but report on the interventions from Chrome.

The new feature creates reports based on 10% of Heavy Ads blocked by Chrome, Chrome Mobile, and Microsoft Edge browsers per page view, while also providing insights into which DSP/SSP the ads are originating from.

When reviewing your reports, keep in mind that they are based on a 10% sample rate, so for true volumes multiply by 10.

Why It Matters

Publishers need to understand how often and from who, ads are being blocked.  Not because they don't want to protect users, but because a page littered with broken ad messaging creates a poor user experience and reflects poorly on the site.

If you have any questions about Heavy Ads, or how they are reported in the dashboard, reach out to your cleanAD client success manager.

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