Gamut introduces Real Delivery, a human-delivery commitment for programmatic digital advertising
Initiative assures brands and agencies that they will not be charged for detected invalid impressions on programmatic buys
Gamut, a solutions-based digital advertising organization from Cox Media Group, has announced the introduction of Real Delivery, a pledge that brands and agencies will not be charged for invalid display impressions, as determined by long-time digital measurement provider, Moat.
The Real Delivery commitment is an anti-fraud initiative specifically focused on invalid impressions and fake results in programmatic digital advertising campaigns. It puts a third-party reviewed, 100 percent human traffic goal on every programmatic display campaign and assures advertisers that they do not pay for impressions classified as Invalid Traffic by Gamut's third-party measurement provider. This initiative is a continuation of Gamut's commitment to providing real inventory, real people and real results for every digital advertising campaign executed.
To fulfill the Real Delivery commitment, Gamut will serve impressions for programmatic campaigns until the amount of valid impressions match that specific campaign's goals for full delivery. Brands and agencies will be invoiced only for impressions that are not detected as Invalid Traffic by Gamut's measurement provider, Moat. In addition to Real Delivery, Gamut works closely with third-party vendors to further its commitment to providing a pool of the highest quality digital inventory.
"Transparency and fraud are real issues in our industry, and advertisers and brands should feel confident that digital ad budgets are funding engagement with real audiences," said Rachel Williamson, Gamut's vice president and general manager. "At Gamut, we hold ourselves to a higher standard and are committed to being leaders in combating fraud and those committing it. In addition to rolling out the accountability of Real Delivery, we have developed a team of specialists to proactively seek out suspicious activity and eliminate it from our marketplace."
Currently, Gamut is offering Real Delivery on programmatic display impressions, with the intent of expanding this commitment based on the work and discoveries of the Gamut Fraud Squad, a task force of specialists identifying fraudulent activity and developing tactics to eliminate it.