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Traffic Quality


OpenX has been an industry leader in fighting fraud since introducing the first generation of our traffic quality platform in 2012. Our platform has proven highly effective at eliminating all forms of invalid traffic (IVT) by combining rigorous human review with automated real-time filtering of all traffic. We supplement these internal capabilities with post-impression verification data from leading vendors like Moat and White Ops. Our efforts provide participating buyers and sellers with a safe, transparent, and fair marketplace.

Traffic quality (TQ) spans multiple topics, including invalid traffic, viewability, and brand safety. The following sections provide more details.

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Domain Reviews

To make your inventory available to buyers in OpenX Ad Exchange, you must submit a list of sites or apps for OpenX to review against its Ad Exchange supply policies.

After reviewing your submission, OpenX may reject domains or apps on the list. The table below explains common domain rejection reasons. If you think your domain was rejected in error, request resolution assistance through the OpenX Community.

Domain rejection reasonExplanation
Ad Server DomainDomain from which the traffic originates cannot be identified, perhaps due to a nested iframe or configuration error. Instead, the detected domain leads to an ad server home page, for example,
Adult/Mature ContentWebsite or app content includes pornography, nudity, or explicit sexual language or themes.
Broken SiteWebsite does not load or displays an error indicating the website is inactive.
COPPA ComplianceWebsite or app targets children (13 and under) as its primary demographic.

Note: Exceptions must be granted in writing by OpenX.
Copyright IssuesWebsite or app promotes copyright infringement, for example:
   • Unauthorized streaming.
   • File downloads offering copyrighted materials.
   • Unauthorized music downloads.
Excessive Ad RefreshWebsite or app contains ads that are refreshed in a way disallowed under the OpenX Ad Exchange supply policies.
Excessive AdsWebsite or app contains an excessive number of ads. Typically, more than three or four ads per page is considered excessive.
High Ad DensityWebsite or app contains a group of ads positioned adjacent to each other, which results in unacceptably high ad density on the page.
IncentivizedWebsite or app contains incentivized inventory, which means that users are paid or given items with real monetary value, such as gift cards, in exchange for watching or interacting with ads.
Insufficient ContentWebsite or app lacks substantive, original content, for example:
   • Content taken from other sites with no attribution.
   • No content aside from external links.
Insufficient Organic TrafficWebsite or app has high levels of paid or non-organic traffic.
Insufficient User EngagementWebsite or app does not have established, organic visitor base.
Low TQWebsite or app was previously suspended from OpenX Ad Exchange for traffic quality issues. For more details, see FAQs about Low TQ.
Non-Compliant Ad PlacementWebsite or app features non-compliant ad placements, for example:
   • Ads displayed on the lock screen of a mobile device.
   • Ads displayed inside a pop-up or pop-under window.
Not Found in App StoreMobile app is not found in official app store, such as iTunes or Google Play.
Prohibited ContentWebsite or app includes content considered unsuitable for OpenX Ad Exchange, for example, extreme violence, hate speech, and content that would be considered offensive to most audiences.
RedirectsDomain redirects to another domain. OpenX approves only the domain of a rendered page.
Unclear Ad PlacementWebsite or app has no obvious potential ad inventory or placement.
UGC ConcernsWebsite or app contains improperly moderated or non-moderated user-generated content, for example, unacceptable comments or no clear restrictions on what users may post on the website.

Low TQ

Through regularly monitoring traffic quality, OpenX assigns a Low TQ reason to a site or app that demonstrates suspicious or anomalous activity indicative of invalid traffic (IVT). The table below explains some common reasons.

Low TQ reasonExplanation
High session duration usersConcentration of users with abnormally long sessions.
Example trigger: Refreshing ads in inactive browser tabs.
High volume usersConcentration of multiple users making requests within a short time period considered abnormal volume for a user.
Example trigger: A looping passback.
Real-time filtersHigh percentages of requests from known fraudulent sources.
OpenX subscribes to several curated industry lists of IPs and DeviceIDs that are considered sources of fraudulent traffic.
UA anomaliesConcentrations of requests showing unexpected user-agent combinations or behaviors.
Unacceptable viewabilityInventory with a very low viewability score. Ads are considered viewable for desktop display if 50% of their pixels are in view for a minimum of one second, or for a minimum of two seconds for desktop video.

FAQs About Low TQ

OpenX provides client-specific feedback if we assign a Low TQ reason to your site or app. Answers to several general TQ questions are listed below. If you have questions regarding the feedback you have received, visit the OpenX Community.

Why has my domain been banned for Low TQ after approval?OpenX reviews domains using information available at the time of the review. Anomalous or suspicious traffic patterns can occur at any time and may lead to suspension from the exchange.
Is Low TQ activity limited to a specific ad tag or ad size?Tags representing multiple domains or apps can trigger a Low TQ case on an entire Site ID. OpenX recommends using a tag on a single domain or app.
How quickly should Low TQ issues be resolved?The time provided to research and mitigate TQ issues varies. To discuss available options, visit the OpenX Community.
Can my Quality Control personnel speak to a member of the OpenX TQ team?In some cases, yes. Please request resolution assistance through the OpenX Community.
Can OpenX provide detailed information regarding flagged Low TQ issues?OpenX evaluates requests for additional insights and data on a case-by-case basis. Please initiate your requests through the OpenX Community.
Does OpenX recommend third-party quality control vendors?OpenX recommends the following identity fraud and ad viewability vendors:
   • MOAT (viewability)
   • Pixalate
   • WhiteOps