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AppNexus Describes Impact Of Fraud Cleanup On its Exchange

AppNexus this week reported that Average CPMs on its platform rose sharply during the second half of 2015, from below 20 cents last summer to $1.60 by early fall, as invalid traffic was rejected under the company's anti-fraud efforts. AdExchanger reports that AppNexus’ Inventory Quality (IQ) initiative to clean up fraudulent or invalid inventory was highly effective. According to the report, the initial 500% price jump that came after the company's fraud purge was followed by a more modest 18% lift in December. “What was more surprising [than the initial slope] is the second increase you see in December, around the holiday season,” AppNexus Chief Data Scientist Catherine Williams told AdExchanger.

Read the whole story at AdExchanger »

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