The biggest public analysis of OpenRTB bid request logs ever recorded. 60 billion impressions offered for sale. No sampling. And the results are just as bad as you’d think. 53.25% (more than half!) came from identifiers that do not behave like human beings. And probably aren't. How did we know? By doing some pretty simple checks: ⁃ Bid requests from IPs registered to data centers, cloud providers and commercial proxies. Phones do not live in AWS. ⁃ IP farms. 5,000 or more distinct device IDs served from a single IP in one day, calibrated well above what carrier NAT legitimately produces. ⁃ IP diversity. One device appearing on 20 or more distinct IP addresses in a day. No commute produces that. Then there’s the finding I have not seen published anywhere. Flagged MAIDs and flagged IPs decay on completely different clocks. Across 15 weeks of production runs, 53% of flagged device IDs appeared in exactly one week and never again. 79% of flagged IPs recurred, and 7% showed up in every run across four months. Meaning this activity that we're highlighting? It's still happening. If you buy a lot of programmatic ad space, especially in mobile, this is probably happening to you. Ping me for a copy of report, or download it from the site. Link below 👇

Something to keep in mind if you choose to work with a PE owned and operated adtech company.