What is traffic filtering in programmatic?
Brand Safety and anti-fraud tools are present in programmatic platforms such as DSPs and ad exchanges. Many advertising placement platforms incorporate built-in algorithms to protect advertisers. Special scanners for traffic verification, like those found on SmartHub, are convenient for monitoring traffic at both pre-bid and post-bid stages, filtering out SIVT and GIVT types of fraud. Programmatic platforms also can have in-house tools for brand safety and anti-fraud measures.