You are responsible for quality standards across your digital properties
Sulvo can maximize your overall site earnings, but only you - as an ad inventory seller / media business / traffic provider - can ensure that quality standards are in place. You are ultimately responsible for the traffic quality and earnings potential of all of your digital properties.
Sulvo won't be able to help if your buyers are depressing CPMs due to content violations such as:
Insufficient content-to-ads ratio
Invalid traffic issues such as recurring accidental clicks and bot traffic
Please read this guide on how to avoid depressed CPMs and losing out on buyers due to invalid traffic issues.
Avoid invalid traffic:
Invalid traffic includes any clicks or impressions that may artificially inflate publisher's earnings. Invalid traffic covers intentionally fraudulent traffic as well as accidental clicks. Due to invalid traffic, you may also see a difference between your estimated and finalized earnings.
We understand that a third party may generate invalid traffic on your ads without your knowledge or permission. However, ultimately it is your responsibility as an ad inventory seller / media business / traffic provider to ensure that the traffic on your site is valid. For this reason, we highly recommend that you review our tips below on preventing invalid traffic.
The most common issues that result in excess amounts of invalid traffic:
Extremely high bot traffic to real human traffic ratio
Encouraging accidental clicks (both intentionally and unintentionally)
Placing ads under a misleading heading (only "Advertisement" or "Sponsored" headings are allowed)
Offering compensation to site visitors
Insufficient distance between ads and flash games
Site layout that pushes content below the fold
Formatting content to mimic ads
URL shortening sites
Ads in a new window
Ads in pop-up and pop-under windows
Ads on a site with pop-ups or pop-unders
Avoid partnering with untrusted / low-quality parties
Some publishers have issues with invalid traffic when partnering with low-quality ad networks, search engines, or directory sites in efforts to increase traffic to their site.
For example, we have seen instances where a 3rd party ad provider refreshed the page automatically resulting in invalid pageviews. Be very cautious when numbers seem to be "too good to be true" or the tools are requesting access over controlling your site's traffic (CDN setup, 3rd party "testing", etc).
Avoid the most common issues around invalid content:
Ad to content ratio below 30%: this is not only Sulvo ads, this includes all content for all types of ads, such as native formats or "content-recommendation" ads.
Insufficient original content: link farms and content strategies built around embedding 3rd party images or videos result in profoundly depressed CPMs due to buyer filters set to avoid sites with insufficient original content.
Avoid prohibited site categories that are built around non-brand-safe content such as:
Adult content
Dangerous or derogatory content
Recreational drugs and drug-related content
Content regarding the sale of alcohol, tobacco or prescription drugs
Hacking and cracking content
Content that offers compensation programs
Misrepresentative content
Violent content
Weapon-related content
Content that enables dishonest behavior
Illegal content
Copyrighted content
To help find pages that might be violating content policies you can search with the following keywords:
To find adult violations, try using queries like:
site:publisher_site.com sex
site:publisher_site.com erotic
site:publisher_site.com escort
To find copyright violations (such as illegal file-sharing):
site:publisher_site.com dvdrip
site:publisher_site.com streaming
site:publisher_site.com watch free
Sale of prohibited and illegal content:
site:publisher_site.com tobacco
site:publisher_site.com rifle
site:publisher_site.com heroin
Gambling:
site:publisher_site.com poker
site:publisher_site.com blackjack
site:publisher_site.com texas hold'em
Please note that the above-listed information are examples of inadequate content and invalid traffic only. To stop further proliferating fraud in the broader online advertising ecosystem, we cannot share further details on detection mechanisms.
To learn more about publisher responsibilities please review our "Publisher Responsibilities Guide" article. We also recommend that publishers familiarize themselves with the "Better Ads Standard".