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
Pop Wire
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