Why Am I Seeing a Click Discrepancy Between My Web Analytics and Terminus?

Terminus employs state of the art technology in order to avoid ad fraud and to ensure that our customers' ads reach top placements across the web. In order to ensure brand safety, and ad viewability with our display partners, Terminus utilizes a demand-side platform (DSP) that allows us to obtain premium inventory. Our DSP runs tests, sometimes in excess of ten times a day on each ad in order to verify the landing pages are valid, the ad server is responding, and the creative is rendering, among other tests. These tests are run due to the fact that these premium inventory sources are often receiving tens of thousands to millions of bids per day on their ad inventory and can only fulfill so much. By ensuring the creative is constantly ready to be served we can fulfill inventory faster and win more bidding.

Sometimes when Terminus ad campaigns are "Paused" instead of deleted, the campaign is paused in our DSP, but the ads remain in a "live" state. This, in turn, has the ad server continue to do verification, which will appear as clicks on your website. This traffic will typically appear from places where there are Tier 1 data servers such as Mclean, Virginia, New York, NY, and others.

Note: These clicks are filtered out of Terminus reports and customers are not charged for them, they are for verification purposes only
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