TrafficGuard, a leading digital ad verification and fraud prevention platform, has launched its Performance Max (PMax) Channel Solution to provide robust safeguards for businesses that rely on Google’s Performance Max in their digital marketing strategies. TrafficGuard PMax solution gives marketers tools for identifying and mitigating invalid traffic (IVT) within Performance Max campaigns.
TrafficGuard’s PMax solution detects and categorises invalid traffic, generated by Google’s AI wrongly recognising the ‘positive’ signals from illegitimate traffic, and optimising towards these “users”. It customises exclusion lists tailored to each customer’s needs and subsequently guides Google’s Performance Max AI to avoid engaging with these undesirable elements, including low-value clickers and bad actors. This strategic approach not only safeguards businesses from illegitimate traffic but also influences PMax’s AI to focus on elevating the presence of higher-value, authentic users. The result is greater return on investment on ad spend for businesses using PMax.
Mathew Ratty, CEO of TrafficGuard said: “We launched our Pmax Channel solution to give marketers greater visibility and control over their Performance Max campaigns. It provides in-depth reporting analysis, audience targeting solutions, and invalid traffic filters that enables marketers to maximise ROI, safeguard their campaigns and make informed decisions. At the same time, they can influence the PMax algorithm to ensure the data it optimises towards is as close to your target audience as possible. This enables businesses to prevent the negative effects of the black box algorithm, as they can influence it to their advantage.”
TrafficGuard provides ad fraud prevention solutions that leverage advanced data science techniques to optimise digital marketing campaign performance. It serves clients that include Disney, Lux Escapes, Singtel, Hello Fresh, NTUC Income, William Hill, Tab Corp, and Better Collective. It is the only PPC verification vendor in the world that has been admitted to the Google Cloud Marketplace.
Elie Shuggi, Chief Product Officer at TrafficGuard, said: “This solution addresses a crucial need within our marketing community. Trusting black box algorithms has become increasingly challenging, and we believe TrafficGuard’s PMax solution offers the protection they seek. Our initial trials have been promising, filtering out bot traffic amongst other invalid traffic, and enabling Google’s Performance Max AI to seek genuine users across Google advertising channels.”
The result of using TrafficGuard’s Pmax Channel solution are increased return on ad spend as budget is optimised to target more genuine people, valuable insights so users can spot trends and optimise digital media channels accordingly, and time and resources saved with automated invalid traffic and fraud protections. TrafficGuard’s Pmax Channel solution also provides a Data Collection Filter, which enables businesses to mitigate their exposure to unwanted data collection. This is critical in the prevention of the inadvertent collection of children’s data by businesses utilising PMax and ensures businesses comply withy local data privacy and child protection legislation.