LeadCloak Use Cases

Use Case 5: Preventing Contextual Ad Fraud & Invalid Clicks

Contextual advertising represents website advertising relevant to your page's content. In standard contextual advertising, automated systems display ads associated with your site's content, based on targeted keywords.

A great example of contextual advertising is Google AdSense. Namely, Google robots automatically display ads of relevance to their users. For instance, if you manage a movie reviews blog, AdSense might present contextual ads on purchasing movie tickets or signing up to a movie streaming platform. These ads are carefully selected from Google's inventory of advertisers registered via AdWords.

More examples of contextual advertising include:

  • In-game contextual advertising: Sony's Wipeout HD became one of the pioneers of contextual advertising before loading the game.
  • In-video contextual advertising: A suited example of this is YouTube ads for a relevant product displaying before a video tutorial on that product (i.e. a cooking how-to video).
  • Native advertising: This form of contextual advertising uses sponsored ads created to feel native and genuine to the website content.

Contextual advertising systems are developed to enable small businesses and individuals to profit from their websites. Contextual advertising presents advertisements based on the related content of your website. As these ads are more targeted they will most likely be clicked, which helps both the ad server and site owner generate greater revenue.

Since the advertisements are managed through third-party sites, they are immune to a variety of online abuses. Ad fraud usually happens when a bot imitates genuine human-like web traffic thus generating additional yet fraudulent page views.

This compromises the advertisers' budgets, as the funds are spent on ads displayed to bots instead of humans. This leads advertisers and end-users to pay for fraudulent behavior while exposing them to the risks of malicious bots. Statistics show that the cost of Ad fraud is 20-30% of the entire online advertising spending, which rounds to billions of dollars per quarter.

Many times, website owners or publishers are unable to manage or control incoming traffic. As a result of this ad fraud, losses are bound to happen.

Automated systems of contextual advertising providers are created to spot identity fraud but do not discriminate who gets to see the ad or not. That means the providers will show the ads to everyone engaged, including bots. As the number of site bots is on the rise, many advertisers decide on not running ads on their websites as a way to prevent fruitless advertising costs, all because of increased bot presence and low or no ROI.

To preserve top quality traffic sent to advertisers whilst diminishing bot traffic, certain LeadCloak users have relied on LeadCloak's API to help them define the IP type way before the page is rendered on to the user's browser. The same goes for ads shown on the user's mobile app. Whenever a bot accesses a page, contextual ads won't be shown. LeadCloak actually helps contextual advertising networks in sanitizing your page traffic, thus only providing genuine engagements. This tactic enhances real traffic and conversions, whilst accelerating the publisher's business prospects.

A massive motivation in creating LeadCloak was preventing disabled contextual ad accounts for website owners regarding invalid click activity. Countless websites generate contextual ads income as their primary revenue source, including Google Adsense. If Google Adsense detects invalid website clicks, it will shut down a publisher's account.Disabling their AdSense account, on the other hand, will cause Google to lose income, which poses a serious business threat. But, many site publishers trust LeadCloak to help them disable invalid clicks.

Here is how Google detects and defines invalid website clicks:


Invalid traffic includes any clicks or impressions that may artificially inflate an advertiser's costs or a publisher's earnings. Invalid traffic covers intentionally fraudulent traffic as well as accidental clicks.

Invalid traffic includes, but is not limited to:

  • Clicks or impressions generated by publishers clicking their own live ads
  • Repeated ad clicks or impressions generated by one or more users
  • Publishers encouraging clicks on their ads (examples may include: any language encouraging users to click on ads, ad implementations that may cause a high volume of accidental clicks, etc.)
  • Automated clicking tools or traffic sources, robots, or other deceptive software.
  • Clicks on Google ads must result from genuine user interest, and any method that artificially generates clicks or impressions is strictly prohibited by our Program policies. If we observe high levels of invalid traffic on your account, we may suspend or disable the account to protect our advertisers and users. Additionally, if we are unable to verify the quality of your traffic, we may limit or disable your ad serving. Due to invalid clicks, you may also see a difference between your estimated and finalized earnings.

We understand that a third party may generate invalid traffic on your ads without your knowledge or permission. However, ultimately it is your responsibility as the publisher to ensure that the traffic on your ads is valid. For this reason, we highly recommend that you review our tips for preventing invalid traffic.


Publishers using LeadCloak's API can block invalid traffic on their site, detect the types of page visitors, assess every page view, and do it all by using a server-side code snippet hosted on their website or mobile app. With it, publishers can also choose to show the ad code, which indicates the contextual webpage or mobile app ad.

With this, LeadCloak aids publishers in preventing contextual ad fraud and also helps them prevent their accounts from being suspended/disabled due of invalid clicks.

LeadCloak helps deliver sanitized traffic to the publisher which helps acquire better ROI for all site advertisers. LeadCloak provides additional protection to publishers, posing as a firewall and thus delivering genuine engagements to its users.

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