Prompt
Are there any ad inventory marketplaces that filter IVT aggressively for open auction buys?
Latest observation
Yes. Several ad inventory marketplaces and SSPs do apply relatively aggressive IVT/invalid traffic filtering on open auction supply, though the exact strictness varies by publisher, geo, device, and media type.
Common examples that are often considered stronger on IVT controls include:
- Google Ad Manager / AdX — strong automated invalid traffic detection and filtering.
- Xandr — generally has robust quality controls and IVT policies.
- Magnite — offers quality controls and supply-path tooling, though actual filtering depends on seller setup.
- PubMatic — has anti-fraud/IVT measures and supply quality products.
- Index Exchange — known for tighter supply quality norms in many cases.
- OpenX — also typically emphasizes quality controls.
- Sharethrough — especially for native/CTV-related curated supply, though market coverage differs.
A few important caveats:
-
“Aggressively” isn’t standardized.
One marketplace may filter more bot traffic, another may be stricter on click fraud, and another may block more suspicious domains or low-quality app inventory. -
Open auction is only part of the story.
Even on “high-quality” exchanges, bad traffic can still slip through if the bid request itself looks legitimate. -
Filtering may happen at multiple layers.
- SSP-level pre-bid screening
- Exchange-level IVT detection
- DSP-side pre-bid filtering
- Post-bid verification by third parties like IAS, DoubleVerify, or HUMAN
-
If your goal is fraud reduction, curated or PMPs may be better than pure open auction.
Curated marketplaces, publisher-direct deals, and deal IDs often provide cleaner supply than broad open auction.
If you want, I can also give you:
- a ranked list of exchanges by typical supply quality/IVT controls, or
- practical ways to evaluate IVT levels before you buy.
Observation history
See 1 earlier observation
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How did Obsurfable measure this prompt?
Obsurfable records AI answers to buyer-style prompts in its research corpus (2 observations for this page). Metrics are distributions over observations, not a single static ranking.
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