Question from a seller: I am trying to understand what the Atomx quality filter is doing. Does this filter just block bad traffic or is it sending it to my fallbacks? My fallback numbers don’t seem to match.
Answer: Infact it is doing both. Atomx statistics show Ad Requests, Sold Impressions, Blocked Impressions and PSA Impressions (Public Service Ads). Comparing numbers, you see that the amount of Ad Requests always matches the sum of Sold, Blocked, Fallbacks and PSA impressions. So far so good.
Loading external Advertiser statistics for your fallback traffic you realize that the amount of fallbacks counted on the advertiser side is much higher than the amount of fallbacks shown in your Atomx sell side statistics. Reason: Atomx marks fake ad requests as Blocked Impressions, still these blocked impressions will be redirected via your fallback tags. To get the amount of ALL fallbacks, you will have to add Blocked Impressions + Fallbacks.
Why is Atomx not listing all fallbacks in the column Fallbacks? Atomx differentiates between good fallbacks and bad fallbacks. A good fallback is an ad request caused by a human user that did not find an Atomx buyer, due to a high minimum floor price set by the publisher or due to low demand at the user’s geo location at a particular time of the day. A bad fallback can be non-human traffic or traffic from a user coming from an IP that is marked for fraudulent activity. Both scenarios cause the impression being listed in the column Blocked Impressions only. Still this impression will be redirected via fallback tags.