21 Jul '15, 4pm

TAG, Google Program to Block Invalid Data-Center Traffic

TAG, Google Program to Block Invalid Data-Center Traffic

The Trustworthy Accountability Group (TAG), an industry association to fight criminal activities in digital advertising, has initiated a program to block illegitimate and non-human ad traffic originating from data centers. In the pilot program, TAG will leverage Google's database of data center IP addresses and then enhance it based on broader industry intelligence. Google's shared blacklist can help identify bots that are being run in data centers but usually avoid detection by the IAB/ABC International Spiders & Bots List . These bots are hard to detect because they masquerade as human visitors by using User-Agent strings that are indistinguishable from those of typical Web browsers. In May, Google's blacklist filtered 8.9 percent of all clicks on DoubleClick Campaign Manager alone. Without filtering these fraudulent clicks, click-through rates would have been inflated, ...

Full article: http://searchenginewatch.com/sew/news/2418668/tag-google-...

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