Goodway Group Launches Anti-Fraud Initiative; Achieves Sub-1% Fraud Measurement

Initiative follows a comprehensive review of invalid traffic and user anomalies

Philadelphia, PAGoodway Group, a managed services programmatic media firm serving hundreds of advertising agencies and marketers across North America, is launching an anti-fraud initiative after completing a comprehensive review of its invalid traffic and user anomalies. Following the initiative, Integral Ad Science-certified measurement shows Goodway Group campaigns’ fraud levels at less than 1 percent. According to Integral Ad Science, the industry standard rate is 8.3 percent.

Goodway Group began deeply analyzing fraud in its supply ecosystem in early 2016 by investigating 2016 data for 22 supply vendors it identified as concerning. Through the analysis, Goodway Group scored the supply vendors by various means including ability to convert as measured through pixeled site activities, ability to provide quality human traffic as measured through Pixalate’s Media Ratings Terminal, ability to provide impression scale and other factors. Through this analysis, Goodway Group identified 13 exchanges with concerning scores and removed them from its campaigns.

“With ad fraud now costing the advertising community $7.2 billion, we are impressed with Goodway Group’s commitment to protecting their clients’ ad dollars,” said Jalal Nasir, CEO, Pixalate. “The current prevalence of fraud exacts a huge toll on advertisers and publishers. We are proud to partner with a company at the forefront of tackling this issue head on, and are thrilled about the results they have achieved.”

Additional results from removing these 13 supply sources were:

  • 16% improvement in conversion rate
  • 5% improvement in viewability
  • Just a 4% price increase

“Goodway doesn’t take chances with quality. Once we got to filtering out 70% or more of an exchange’s entire traffic flow, we simply decided to eliminate the exchange altogether. Many of the fraudulent sites we found bypassed traditional fraud filters and exchange-level controls. These results prove the need for vigilant human analysis to identify the suspicious activity that technology and algorithms alone can’t detect,” said Jay Friedman, COO of Goodway Group. “With our initiative, we’re aiming to help close the $7.2 billion gap for our agency partners and their advertisers.”

About Goodway Group

Goodway Group is a leading managed-services programmatic partner to local, regional and Fortune 500 brand agencies. Bootstrapped and 100 percent privately owned since 1929, Goodway moved into the programmatic digital media space in 2006 to continue its rich history of tackling complex local and regional campaign executions with data science-driven targeting and support services to make achieving success easy for agency clients. Its proprietary algorithms pair with a technology-agnostic approach to enable agencies and marketers to achieve their ultimate goal – better results while remaining lean and nimble.