Bidtellect’s Brand Safety targeting solution is powered by ADmantX. This allows advertisers to be sure they are not running their ads next to content that is deemed unsafe for their brand by excluding this inventory from a given campaign. This is a pre-bid solution, meaning the decision is made before we bid on the inventory. Through continuous page monitoring, ADmantX preemptively identifies questionable and inappropriate web page content that would hurt the reputation of brands if ads were served there, eliminating reliance on post-campaign analysis.

This is completed through our page-level integration with ADmantX, where Bidtellect pings ADmantX with a page URL before an ad is ever rendered. The page is then categorized and classified and ADmantX sends the data back in order to decision on whether or not the page is brand safe and deliver ads accordingly.

Fraud Protection uses a combination of data from Digital Element and IAS to identify user and page-level information across Bidtellect’s traffic. Based on this data, Bidtellect excludes traffic deemed suspicious by these providers from advertisers’ campaigns. This is a pre-bid solution, meaning the decision is made before we bid on the inventory.

Blocking tags are a concept unique to display advertising, which, as a result, are not supported in Native advertising. This is because blocking tags require a fraud protection partner to receive HTML or Javascript tags from the client. The protection partner then wraps those tags with their own tags in order to:

1. Sniff out any suspicious or fraudulent traffic
2. Decision on whether or not to deliver the client creatives

Native ads are creatives with multiple components that are assembled and delivered in real-time, making it impossible to provide a fraud verification partner with any pre-assembled asset or creative tags. As a solution, we are using the same methodologies to make this determination beforehand so advertisers can be sure their ads are running exactly where they want to be, free of both fraud and brand unsafe environments as measured by these third parties. Lastly, blocking tags become wasteful in an RTB environment because it is necessary to bid on inventory, win the bid, and then block it, so advertisers still have to pay for that impression regardless of whether it passed or not.