add2 vs Media Intelligence Network

An Impression Is Not a Real Ad Contact

An ADZINE SPOTLIGHT webinar on "Media Quality Innovation" examined how programmatic media quality must be assessed across the supply chain. Speakers from Fraud0, Index Exchange and agency Add2 discussed detecting bot and invalid traffic (including session-based JavaScript checks), the role of sell-side decisioning and early inventory vetting, and buy-side multi-stage quality controls (pre-bid, inflight, post-bid verification and remediation). The session highlighted emerging challenges from AI-generated content and agentic/machine access to inventory, the limits of automated tools, and the need for shared responsibility among publishers, platforms, sell-side vendors and agencies to ensure paid impressions represent real, valuable ad contacts.

• ADZINE hosted an ADZINE SPOTLIGHT webinar titled “Media Quality Innovation” covering programmatic media quality.
• Fraud0 uses a JavaScript session tag on landing pages to analyze signals (device/resolution contradictions, browser challenges, click patterns, honeypots) to detect bots and prepare data for Google invalid-click review processes.
• Index Exchange promotes Sell-Side Decisioning, combining machine learning, AI-assisted checks and human review to vet publishers and impressions before Bid Requests leave the publisher environment.