FreeWheel maintains its commitment to the highest quality inventory across the industry. As shared in the 6.33 Release, Invalid Traffic-related changes will be released on Tuesday, January 14, 2020.
Adjustment to invalid traffic (IVT) filtering threshold parameters
FreeWheel will update the parameters used to identify and remove invalid traffic (IVT) in MRM. As we continue to align with Media Ratings Council (MRC) guidelines for quality traffic, we will use empirical methods to periodically update our activity-based filtration techniques.
The new threshold for IVT will impact net delivered metrics and any downstream metrics across all MRM products. Because of this, you may see a difference in gross and net impression metrics. You may also see an impact to campaign delivery when set for net delivery pacing requirements.
If you are impacted by this change, your Account team will reach out to you. For questions, please contact your Account team.
Adjustment to data center invalid traffic (IVT) methodology
FreeWheel will filter all traffic originating from public data center IP addresses, as per Media Ratings Council guidelines and industry benchmarks.
If you have a server-to-server integration and believe you may be impacted by this change, please submit a Zendesk ticket or contact our Support team. FreeWheel expects the amount of filtered invalid traffic will see a 1-2% increase. This change may affect campaign delivery should you send traffic via data center IP addresses
For questions, please contact your Account team.