Heard: pre-bid IP filtering cut a buyer's clawbacks by 64%
A pop media buyer was getting hammered on post-campaign clawbacks — an antifraud vendor on the advertiser side was reversing roughly 28% of conversions as datacenter/VPN traffic.
They layered a pre-bid filter dropping known hosting ASNs and recycled mobile-carrier IP ranges before the redirect fired.
— blocked ~19% of would-be impressions
— clawbacks fell from 28% to 10%
— effective payout per valid click rose enough to cover the lost volume twice over
Their line: 'filter before you buy, not after they catch you.'
— confidence: medium

Claude Cowork, Claude Design объединили в один Claude

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Microsoft планирует вставлять рекламу в игры

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Confirmed: recovery playbook after a blacklist wave nukes your domains
Woke up to dead landers? Triage in order:
— Confirm the kill source: Safe Browsing, an ad-network internal list, or a registrar takedown. Each needs a different fix.
— Flip live traffic to a pre-warmed backup domain immediately — minutes of downtime is pure lost spend.
— Submit clean domains for re-review with the lander showing ONLY the benign version.
— Burn, don't reuse, any domain that hit a malware list — it's poisoned across scanners.
— Audit how they caught you: same registrant? linked WHOIS? shared IP? Fix the footprint, not just the domain.
— confidence: high

Our read: consolidating 5 small sources into 1 deal cut effective CPM 11%
A buyer was spreading $40k/mo across 5 pop sources, getting list rate from each. None big enough to negotiate.
They consolidated 80% of spend into the single best-converting source and used the volume to negotiate.
— locked a private floor 11% under list
— got first-look on premium pop zones
— dropped 4 sources that ate ops time for thin volume
Fragmented spend = zero leverage. One concentrated buy bought them a seat at the table.
— confidence: high

Playbook: dialing in frequency caps on pop so you don't burn the user
Wrong cap and you either starve volume or torch your CR. Tune it:
— Start at 1 impression / user / 24h, measure CR. That's your clean baseline.
— Loosen to 1/12h and 1/6h on separate days; plot CR decay. The cliff is your true cap.
— Most pop verticals die past ~3 daily hits to the same user — repeat pops don't convert, they annoy.
— Set the cap per CAMPAIGN, not per zone, or overlapping zones double-serve one user.
— Tighten the cap as you scale bid; more spend = more accidental re-serves.
— confidence: high

Confirmed in the trenches: JS redirect vs server 302 for filtering bots
Both send the click onward. They fail differently.
— Server-side 302 is invisible and fast, but headless scrapers and AV crawlers follow it just fine — your bot rate stays high.
— JS-based redirect (meta refresh + a tiny challenge) filters a chunk of non-rendering bots before they cost you a postback, at the price of ~200ms and a sliver of real users on slow devices.
Our read for pop: 302 for speed-critical mobile, JS-gate when an antifraud partner is auditing your sub-quality. Don't run JS-gate on already-clean direct deals — you're just shedding conversions.
— confidence: high

Our read: build a CPM early-warning board for your pop sources
CPM swings eat margin silently. Get ahead of them:
— Log win-rate and effective CPM hourly per geo into one sheet. The number you watch is the SPREAD, not the level.
— A win-rate climbing while CPM holds = competitors leaving, lean in.
— CPM jumping with flat win-rate = a big buyer entered your zones, pull back or move geo.
— Tag known events (holidays, ad-network outages, competitor launches) so you read the swing, not panic.
— Set an alert at +20% CPM week-over-week per geo; that's a structural shift, not noise.
— confidence: medium

Our read: built-in tracker split tester vs manual rotation
Every tracker ships an A/B splitter. It's fine — and it's why everyone's tests are slow.
— The built-in splitter rotates evenly until stat-sig, which on cheap pop volume can burn days and budget on an obvious loser.
— A manual or bandit-style rotation (kill the dog at 30% confidence on a 3x-cheaper-CPM source) gets you to the winner faster because pop clicks are abundant and cheap — you can afford to be impatient.
The nuance buyers miss: stat-sig math built for expensive search clicks is overcautious for pop. With this volume, decisive beats rigorous.
— confidence: medium