Within the programmatic ad industry, supply side revenue (that of networks, SSPs and exchanges) is directly connected to the amount of traffic that passes through their space, as they get a percentage of the CPM on every transaction. This correlation between traffic volume and revenue is hard to ignore and it has also helped to drive an unfounded fear among some sell siders that any reduction of volume will negatively affect the bottom line. Not true.
In the battle against ad fraud, some of the basic recommendations to protect ad dollars within the programmatic space is to employ a block list so that ads don’t get served on domains or to IP addresses associated with fraudulent activity. This recommendation has been stressed to both the demand and supply sides of the programmatic ecosystem. And while using a block list can be an important first step to weed out fake traffic, users should not be lulled into a sense of security just because they have one. Here are five questions to ask about a block list before applying it to your space: