Our Impression Quality Index™ (IQ Index™) is the first of its kind to capture, analyze and filter content, audience and environmental data to determine both Audience Quality and Inventory Quality. This holistic approach ensures that campaigns are delivered within relevant, brand safe contextual environments to the right audience.
Our platform provides a transparent buying and selling environment, dynamically integrating proprietary content data and audience data at the impression level. This transparency allows our partners to understand the inventory and audience in real-time to make the smartest buying and selling decisions possible. Our technology applies its proprietary brand safety and quality controls not simply at the campaign or domain level, but at the highly granular, highly effective impression level.
PulsePoint’s company ethos is that quality comes before quantity. This is to ensure that you get the highest return on investment and your consumers get the best online experience possible. In maintaining this ethos, every day, we block nearly a quarter of our total inbound traffic & inventory that does not meet our stringent quality standards.
In compliance with the UKs Digital Trading Standards Group (DTSG) Good Practice principles,PulsePoint’s vetting process ensures that buyers can only display ads on appropriate sites. See Section A Content Guidelines below. Our inappropriate schedules are updated daily and used across all campaigns. All campaigns are monitored continuously using our proprietary XT3 content verification technology in addition to our global blacklists that fall outside our proprietary white list of brand-safe sites. This is also supplemented with third-party blacklists and partnerships with market leading brand safety solution providers.
The PulsePoint Portal is self managed by buyers, giving them the ability to block both content categories and specific website domains on a pre- and mid-campaign basis. In the eventuality of an ad appearing on a site against content that is deemed inappropriate, PulsePoint will work with the client to take the appropriate steps to remove this ad from the website as soon as possible and, where relevant, add the offending site to our global black list. Where an ad is not taken down in accordance with this policy, this will be dealt with on a case by case basis by discussion with demand side partners. Supply partners who have not adhered to the contents guidelines policy will be permanently barred from the PulsePoint Platform™.
Our methodology combines both human and machine verification filters resulting in a rigorous, multi-variant approach to ensure both inventory and audience quality.
I. Inventory Quality Filters
We first asses for Inventory Quality using the following methodology:
1. Human Filters: We do not allow self-serve sign up and personally vet every single new publisher across our Account Management, Operations, Engineering & Data Science teams to ensure they are following the below Inventory Quality.
A. Content Guidelines:
Inventory partners must adhere to these guidelines and will not deliver any Advertisement to any Website that contains or does any of the following:
B. Alteration of Advertisements or Ad Tag
Inventory partners must comply with the following policies regarding PulsePoint’s Advertisement and ad tags:
C. Ad Placement
Inventory partners must comply with PulsePoint’s “Polite” Ad Placement policies:
D. Blocked Content
PulsePoint uses proprietary and third-party tools to block Website(s) that contain certain categories of content.
These categories include, but may not be limited to the following:
2. Global Blacklist Filters: Once a publisher passes the above Inventory Guidelines, its domain level sitelist(s) are dynamically matched against our extensive Global Blacklist to ensure they are not currently flagged as a questionable inventory source. Our Global Blacklist is monitored 24/7 and updated daily to reflect any changes in domain status.
3. Third-Party Filters: 3rd Party Filters After passing our Global Blacklist filters, we then match approved inventory sources against the quality procedures enforced by brand safety leaders like Integral Ad Science, Double Verify, and Pixalate.
II. Traffic Quality Filters
PulsePoint has proprietary traffic quality filters that scan and block what our Data Scientists have identified as 9 universal ‘suspicious traffic traits’. Our algorithms identify these traits and block any impression that displays:
Join Our Commitment to Quality & Transparency
PulsePoint is committed to helping drive industry wide guidelines & adoption for brand security against malicious sites, high-risk inventory & suspicious traffic. This is an industry wide issue and concern that affects all players. New technology springs up every day looking to exploit any and all loopholes. Working together to sharing best practices, educating one another on quality guidelines & procedures will help mitigate and diminish their attempts.