PERTH, AUSTRALIA – Leading ad fraud prevention specialist TrafficGuard, today announces that its PPC Protection solution has been selected as the winner of the “Best PPC Optimization Platform” award in the third annual MarTech Breakthrough Awards. The program conducted by leading market intelligence organization MarTech Breakthrough, recognizes the top companies, technologies and products in the global marketing, sales and advertising technology industries today.
TrafficGuard’s PPC Protection gives advertisers running pay-per-click (PPC) campaigns complete visibility into traffic quality, verifies advertising engagements and proactively prevents invalid traffic (IVT). As a tool for PPC optimisation, TrafficGuard is used by advertisers to keep their data clean and drive optimal advertising performance. By reducing waste on ad fraud, TrafficGuard helps advertisers reach more genuine traffic.
“We see ad fraud draining almost 30% of every new clients’ advertising spend” said TrafficGuard COO and Founder Luke Taylor. “With TrafficGuard, we can mitigate that waste. Every dollar not spent on ad fraud helps you reach more potential customers – fraud prevention is the first clear step of optimisation. Each subsequent optimisation step needs to be fuelled by clean data. If data is polluted by the presence of invalid traffic, your optimisation outcomes will be compromised. By measuring and verifying all ad engagements, TrafficGuard gives advertisers visibility into their traffic quality to inform better optimisation and improve advertising performance.”
TrafficGuard consumes over three billion data points each month across various digital advertising campaign types, channels, verticals and geographies to develop the highest level of intelligence for its full suite of measurement, verification and fraud prevention solutions. The intelligence accumulated across TrafficGuard’s full suite provides unparalleled reliability and accuracy for the company’s PPC Protection solution.
False positive detection is a significant weakness of legacy tools. False-positive detection occurs when valid traffic is mistakenly invalidated by fraud detection. This can be as detrimental to advertising performance as the presence of ad fraud. To address this, TrafficGuard uses machine learning to create session scores and build reputations over time based on behaviour such as the quality and frequency of engagement. TrafficGuard uses this intelligence to predict the likelihood of valid engagement, which, alongside indicators of IVT, enables reliable mitigation of false positives detection, protecting valid engagement and improving advertising performance.
“Unlike legacy tools that aggressively block traffic and hide methodology in a blackbox, TrafficGuard uses over 200 of indicators to reliably identify and prevent invalid traffic,” said Taylor. “TrafficGuard reports every invalidated engagement with a clear and defendable invalidation reason, demonstrating our commitment to transparency. This 2020 MarTech Breakthrough Award is a fantastic validation of the innovative approach and success that the TrafficGuard platform is delivering to global advertisers.”
The mission of the MarTech Breakthrough Awards is to honor excellence and recognize the innovation, hard work and success in a range of marketing, sales and advertising technology related categories, including marketing automation, market research and customer experience, AdTech, SalesTech, marketing analytics, content and social marketing, mobile marketing and many more. This year’s program attracted more than 2,750 nominations from over 15 different countries throughout the world.
“For TrafficGuard’s PPC Protection clients, the benefits could not be any stronger as they avoid wasting a significant percentage of their budgets on fraud so that they can focus that full budget on generating real advertising engagement,” said James Johnson, Managing Director at MarTech Breakthrough. “We extend our sincerest congratulations to the TrafficGuard team on their well-deserved MarTech Breakthrough Award.”