6sense offers digital display targeting capabilities on the platform under the 6sense Accelerate set of capabilities, essentially serving as a Demand-Side Platform (DSP) and bidding on inventory via best-in-class real-time bidding platforms. 6sense only partners with RTB platforms that have assurances and policies around brand safety.
This document summarizes the key policies and practices that govern the inventory and digital advertisement placement as it pertains to brand management.
Key Policies
Require direct access via open-source header bidding integrations to brand-safe quality inventory.
Require adherence to ads.txt standard to flush out unauthorized resellers.
Require sellers to only sell inventory that they have bought directly from a publisher or that comes from Owned and Operated properties, eliminating low-quality and invalid inventory issues that surface due to reselling and arbitrage.
Require the sellers to be platform-reviewed placing stricter vetting of a seller’s inventory.
Require extension of IAB’s filtration guidelines through a pre-bid filtering that checks across traffic, policy, content, and resale standards.
Require default and active filtration of pornographic content, explicit websites, and fraudulent websites.
Technology Investments
Machine Learning to Block Invalid Traffic
Automated Inventory Misrepresentation Detection and Blocking
Non-Human Traffic Detection and Blocking
Viewability Monitoring
High CTR monitoring: biometric identifiers for non-human traffic (i.e. mouse movement not in a straight line).
Different permutations across categories to triangulate instances of fraud at unparalleled scale.
Cost Efficiency
Supply Path Optimization to identify the most cost-effective and direct path to purchase an impression.
Bid Price Optimization algorithms to optimize costs in a multi-layered auction environment.