Technorati emerges as leader in inventory quality after venture with Forensiq

Technorati emerges as leader in inventory quality after venture with Forensiq

 

Technorati, an advertising technology company focused on accelerating publishers programmatic revenues, has partnered with Forensiq, a leading advertising technology company that fights ad fraud, to provide a safe environment for buyers and sellers to transact programmatically with minimal risk of fraud. This successful partnership has helped Technorati achieve industry recognition from the IAB and Pixalate as a leader in quality assurance and seller trust.

In the programmatic landscape where nearly 40 percent of impressions are served to bots, ad fraud is costing advertiser billions in misspent campaign dollars. Technorati has long focused on combating the rise of fraudulent traffic and creating a network that truly benefits both advertisers and publishers.

As a result of these efforts, Technorati earned a spot among the top 25 on Pixalate’s Global Seller Trust Index. The index rates companies based on various qualitative analyses to bring trust, transparency, and success to the programmatic marketplace.

“Maintaining network quality is paramount because Technorati holds a crucial role for programmatic publishers,” Technorati CEO Shani Higgins said. “Being transparent and creating trust in the system takes a major step in ensuring those on both sides of the equation know they can transact with confidence. We take our role in the effort to improve the value of digital advertising very seriously.”

Technorati partnered with Forensiq over the summer to further the mission of ensuring that only quality impressions were being served. Through this partnership, Technorati built on its commitment to quality by blocking additional suspicious publishers and millions of impressions in order to ensure that only the highest quality of the inventory was under its management.

“While we did forgo some revenue in the short term by removing all sources of non-human traffic from the network, in the long run our ability to monetize the quality inventory on our network has greatly improved,” Technorati Sr. Director of Network Operations Chris Hallenbeck said. “Forensiq’s tools helped us improve the value and performance of our inventory, thereby increasing advertiser demand and quality publisher retention.”

Working with Forensiq and improving the quality of inventory has been one of the contributing factors to growing overall metrics for Technorati. Comparing average CPMs across the Technorati network year over year, Technorati saw an increase of 37% across average Q4 2014 CPMs vs. the prior year.

Showing the commitment to invest in the quality of the inventory helps buyers be more comfortable with the inventory they are placing their ads on when buying through that platform.
“Assuring high quality, fraud-free inventory is a virtuous cycle,” said Dean Harris, CMO for Forensiq. “To borrow a concept from Economics, better quality inventory will perform better and those better performing sites will get more digital investment at a higher CPM because they are trusted and work more effectively.”

Technorati’s focus on quality has also resulted in becoming one of the introductory organizations to achieve the IAB Quality Assurance Guidelines, which has a goal of providing transparency to advertisers as well as defining a framework for industry-wide sell-side disclosures to ensure buyers are enabled to make informed decisions.

About Technorati
Technorati is a company of advertising technology specialists working toward rewarding the creators of great content. To accomplish this, Technorati builds tools and services that accelerates publishers’ programmatic revenues as well as makes partnering in programmatic easier and more effective for publishers. Technorati is headquartered in San Francisco.

About Forensiq
Forensiq is a fast growing company that has developed and implemented a series of effective solutions to help fight online ad fraud from impressions to clicks to conversions. The firm combines the latest technology plus a dedicated staff of fraud fighters who are obsessed with helping clients stay steps ahead of the bad actors and achieve a better ROI. Forensiq is headquartered in New York City with offices in London and San Francisco. The company won 3 LeadsCouncil LEADER Awards in 2015 plus the Leads Council LEADER Award for Best-In-Class for Fraud Detection in 2014. To learn more, visit http://www.forensiq.com