Verifying ad impressions, fighting bots and cheating in live broadcasts

By 

Uplify

Published 

Dec 28, 2021

Verifying ad impressions, fighting bots and cheating in live broadcasts

The problem 

Cheating with ad impressions and using bots for click fraud in the chat is a common problem in the world of Influencer marketing. Streamers and Influencers use click-fraud to be more valuable for advertisers and increase their revenue from live streaming advertising services. A chatbot is also a very common phenomenon that aims to mimic viewers' engagement in the chat and increase creators' revenue through CTR (click-through rate) cheating. As the creators and customers base grew, the Uplify service was unable to scale its business due to the increased scope of the problems described. 

Where did it come from? 

Uplify is a platform for automated ad placement and sponsorships in live streams that allows brands to reach the creators' audience in a programmatic way. That brings transparency, scalability and efficiency which is currently absent in the influencer marketing market. 

With Uplify, it's possible to show ads directly during broadcasts from the tier 1 streamers and select the most effective channels with relevant audiences. Every creator registered on the platform has information in his profile about the number of unique viewers, audience coverage and click-through rate (CTR). CTR depends on the number of views and clicks on the link in the chat during the stream. According to these indicators the advertiser can choose on which channel the ads will be the most effective and with which creators he wants to cooperate. But creators have learned how to bypass the system, to inflate coverage and CTR.

There's a solution

The Uplify team closely monitors ad campaign performance on the platform and helps advertisers sort out the analytics after the ad placement is complete. In some ad campaigns, the difference between clicks and impressions recorded on the platform and on the advertiser's side was up to 20%, which is a significant difference that you can't just ignore and cite as a statistical error.

To solve this problem and ensure that advertisers meet KPIs, the Uplify team introduced fingerprinting for each viewer who watches the live broadcast and for each user who clicks on the chat link. The technology works by analyzing user behaviour patterns and browser data to create a unique visitor identifier that can link click and other patterns of fraud to specific viewers.


Thus, at least 95% of unfair impressions and bot clicks are eliminated and the advertiser gets better quality traffic, saves the budget and achieves the planned results, while the rating and number of available ad impressions for unscrupulous streamers decreases. In case of repeated violations, streamers are blocked in the system.

Fingerprinting technology allows Uplify not only to block fraudulent actions of creators but also to determine the number of unique viewers for each creator, adjust the frequency of ad impressions per viewer and estimate the audience overlap between different creators.


Uplify is the first service in the livestream-market that uses this technology on a large scale and verifies advertising impressions. We see that this revolutionary approach in the advertising market already has a positive response from advertisers and is reflected in the efficiency of advertising campaigns.


Pavel Medvedev, Uplify Development Director


Stay in the know

Get the latest product and management insights.

Related Posts