Another casualty of the data center block lists will be advertising intelligence companies that run bots to determine advertisers’ spending patterns. One such company was responsible for 65% of automated data-center clicks in May, Johnsen wrote in a blog post. He called its removal “collateral damage.”
Other advertising intelligence companies may be affected too, Johnsen told AdExchanger. Traffic from data centers determined to be bad actors are “blocked pre-bid when possible but also post-filtered depending on the situation,” because post-filtering “allows us to protect advertisers without alerting bad actors of our activity.”
During the pilot program, TAG will develop a set of operating principles to present to the anti-fraud working group and open them up for public comment. TAG plans to have the program operational by the end of the year.