Bad traffic is checked and stopped before you pay for it. Core pre-bid protection is built into the Programmatic DSP; the full Traffic Quality add-on adds the complete toolkit and is included free with our Advertising Inventory service.
Checked at every stage
- Before the bid — requests from bad sources are refused before any money moves. Decisions take milliseconds, so the auction isn't slowed.
- At the click — each click is checked for signs of fraud.
- After the fact — sources are scored and the worst are blocked automatically.
At scale: more than 410 million malicious IPs blocked and 9.5 billion auctions scanned every month. Advertiser landing pages are scanned for malware every day.
What it detects
Bot traffic, invalid traffic, data centre traffic, proxy and VPN abuse, click flooding, impression fraud, attribution fraud and abnormal behaviour.
Multi-AI analysis
New traffic is evaluated by several AI models, including models from OpenAI, Anthropic and DeepSeek. Each produces its own findings and confidence weighting, and the results are combined into a single confidence-weighted risk score. Traffic is also checked by partners including HUMAN, Integral Ad Science, DoubleVerify, Pixalate, Adscore, Fraudlogix, MaxMind and Escalated.
These AI vendors are used as analysis providers. They do not officially partner with or endorse AdTech Europe.
The protection loop
Known threats are blocked immediately from an active blocklist; new traffic is analyzed continuously; blocklist updates feed back into the filter, so the system gets better at catching what it has already seen. Blocklists keep a history and each campaign shows a quality receipt.
An honest limitation
This does not guarantee 100% fraud prevention — no detection system can. Known threats are blocked immediately, new traffic is analyzed on an ongoing basis, and confidence-based actions reduce exposure over time.
Will it hurt valid traffic? Rules can be customized per advertiser, campaign or traffic source, with whitelists for trusted partners. Borderline traffic goes to Review rather than Block, and every decision can be manually overridden. See What can be blocked, and the four action levels.