Nameles: An intelligent system for Real-Time Filtering of Invalid Ad Traffic

Antonio Pastor*, Matti Pärssinen, Patricia Callejo, Pelayo Vallina, Rubén Cuevas, Ángel Cuevas, Mikko Kotila, Arturo Azcorra

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

1 Citation (Scopus)
102 Downloads (Pure)


Invalid ad traffic is an inherent problem of programmatic advertising that has not been properly addressed so far. Traditionally, it has been considered that invalid ad traffic only harms the interests of advertisers, which pay for the cost of invalid ad impressions while other industry stakeholders earn revenue through commissions regardless of the quality of the impression. Our first contribution consists of providing evidence that shows how the Demand Side Platforms (DSPs), one of the most important intermediaries in the programmatic advertising supply chain, may be suffering from economic losses due to invalid ad traffic. Addressing the problem of invalid traffic at DSPs requires a highly scalable solution that can identify invalid traffic in real time at the individual bid request level. The second and main contribution is the design and implementation of a solution for the invalid traffic problem, a system that can be seamlessly integrated into the current programmatic ecosystem by the DSPs. Our system has been released under an open source license, becoming the first auditable solution for invalid ad traffic detection. The intrinsic transparency of our solution along with the good results obtained in industrial trials have led the World Federation of Advertisers to endorse it.

Original languageEnglish
Title of host publicationThe Web Conference 2019 - Proceedings of the World Wide Web Conference, WWW 2019
Number of pages11
ISBN (Electronic)978-1-4503-6674-8
Publication statusPublished - 13 May 2019
MoE publication typeA4 Article in a conference publication
EventThe Web Conference - San Francisco, United States
Duration: 13 May 201917 May 2019


ConferenceThe Web Conference
Abbreviated titleWWW
CountryUnited States
CitySan Francisco
Internet address

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