Admatic ensures traffic quality by validating signals across multiple layers, detecting inconsistencies between request and runtime data, and filtering invalid traffic before it reaches demand partners.
Why Traffic Validation Matters
Invalid traffic has evolved beyond simple bot detection and now operates through more sophisticated patterns that can bypass traditional controls. Traffic may appear fully valid at the request level, with correct user-agent, IP, and contextual signals, yet reveal inconsistencies when analyzed across different layers. Without a comprehensive validation approach, these discrepancies remain undetected, impacting both performance and trust within the advertising ecosystem.
Our Multi-Layer Validation Approach
Admatic applies a multi-layer validation framework designed to analyze traffic across different stages of the ad delivery process. By comparing declared request data with observed runtime signals, we are able to detect inconsistencies that indicate invalid traffic. This layered approach allows us to move beyond single-signal detection and achieve higher accuracy in identifying suspicious activity.
Bidstream Validation
At the bid request stage, we perform detailed validation of core parameters including user-agent, IP address, app or site context, and publisher identifiers. These checks help identify anomalies such as inconsistent device declarations, invalid publisher configurations, or mismatched traffic sources. Early detection at this stage allows us to flag potentially invalid traffic before it enters the auction process.
Why Traditional IVT Checks Are Not Enough
Even with advanced request-level and runtime validation, certain types of invalid traffic can still bypass detection.
This is because modern IVT is designed to mimic legitimate user behavior across individual signals. A request may appear valid when evaluated in isolation, and even runtime checks may not immediately reveal anomalies if each signal is considered separately.
Runtime & Device Validation
During the impression phase, Admatic evaluates the actual device and environment where the ad is rendered. This includes validating touch capability, operating system behavior, browser characteristics, and device properties. By analyzing real runtime signals, we can verify whether the environment truly matches the initial request data and identify discrepancies that indicate invalid traffic.
Cross-Signal Consistency Analysis
Admatic focuses on identifying inconsistencies between declared and observed signals across multiple dimensions. By comparing parameters such as device type, IP, geo-location, and publisher context, we can detect anomalies that would otherwise go unnoticed. These inconsistencies serve as strong indicators of invalid traffic, especially when multiple mismatches occur simultaneously.
Pre-Impression Traffic Filtering
All high-confidence invalid traffic signals are evaluated in real time and filtered before the impression stage. This ensures that suspicious traffic does not proceed to the auction or reach demand partners. By preventing invalid impressions at an early stage, we protect both advertisers and publishers from potential risks.
IVT Reporting & Transparency
All detected invalid impressions are transparently reported within the IVT Reports section. These reports provide detailed insights into traffic quality, including classification by invalid traffic type and source. Each flagged impression is treated as potential revenue loss and represents traffic filtered before delivery.
