Non-Human Traffic: Why it Matters and Why You Should Care
You probably already know that ad fraud and non-human traffic (NHT) are real issues. If an ad isn’t reaching a real person, that’s a real problem.
But you may not know just how much NHT impacts every other performance and effectiveness metric you use to demonstrate success. If you aren’t taking NHT out of your measurement – including your viewability and in-target numbers – your KPIs are infected and your results are probably wrong.
This booklet uncovers the impacts and consequences of NHT and will help you understand:
- How the presence of NHT in any of your metrics impacts everything – including campaign lift and ROI
- Not all audience delivery measurement removes NHT, meaning your GRPs may be infected
- How viewability differs and NHT is accounted for at varying levels, even among MRC-accredited vendors
- Unduplicated measurement is the only way to achieve a clean number of impressions with the opportunity to have an impact
Tags: Ad Impressions, Ad Networks, Ad Validation, Viewability