Frequently Asked Questions

What kind of companies does MMI work for? +

MMI works with advertisers exclusively. Our philosophy is that staying objective is key to cleaning up the supply chain, and when working with multiple companies within a supply chain, with misaligned goals, objectivity goes out the window.

Does your tag monitor or block for IVT? +

MMI's goal is to protect advertisers from purchasing IVT, therefore we block the rendering of an ad (post-bid) if our technology is unable to validate the device as operable by a human. In cases where there is a direct relationship in place and a policy against blocking, we can provide a monitoring-only tag.

Do you do utilize pre-bid blocking? +

We do not use pre-bid blocking as we don't want to interfere with the bidstream. Our technology will block an ad from rendering, post-bid, if we are unable to exonerate the computer using our patented device validation check.

What is MMI's viewability measurement methodology? +

MMI uses [Intersection Observer][1], which is, standardized viewability across all browsers."Historically, detecting visibility of an element, or the relative visibility of two elements in relation to each other, has been a difficult task for which solutions have been unreliable and prone to causing the browser and the sites the user is accessing to become sluggish. As the web has matured, the need for this kind of information has grown." Intersection Observer is free, and has been adopted by [all browsers][2].

What reporting is available for 3rd parties? +

Our contracts lie exclusively with the advertiser, so specific reporting is at their discretion. However, we aim to be as open with our data as contractually allowable. We believe, preach, and push for transparency in the industry on a daily basis. We are 100% open about our methodology and hope to provide as much information as possible to clean up the supply chain.

How does MMI's bot detection differ from other vendors? +

Instead of monitoring for behavior, blacklisting IPs, etc. MMI uses our patented device validation check to determine if a device has a screen/ rendering capability, and is therefore, suitable for human use. The fastest objective verification product on the market to date, we ensure that a device is operable for human use in 5 milliseconds. We decision on 100% of impressions (no sampling), so there are no coverage gaps of guessing games when it comes to IVT numbers, we verify every impression.

Does MMI detect more bots than other vendors? +

Our technology is objective and has no false positives. We verify the hardware of a device to check if it has a screen. Most verification vendors use subjective behavioral analysis and IP blacklists, which inevitably, creates many false positives. We cannot confirm if our numbers are higher or lower than other vendors, only that our numbers are accurate and methods effectively eliminate false positives.

Does MMI have a brand-safety solution? +

MMI's product can provide whitelist validation and re-enforcement. Why does MMI need macros for my platform? This will allow our tag to be compatible with your system and collect the relevant data needed to measure in your platform.

Why does MMI need macros for my platform? +

This will allow our tag to be compatible with your system and collect the relevant data needed to measure in your platform.

Why would MMI need log files? +

In the case where an advertiser is not being billed with "Begin to Render", or "Count on Download" methodology, or if there is programmatic dynmaic CPM pricing in place, we collect raw transaction data from all partners so that if there are any traffic anomalies, we are able to determine the exact price for any invalid impression that was served (this creates a smooth clawback process for our advertisers, and their partners so that they know which of their suppliers to clawback from).

What columns does MMI need from my log files? +

Impression/ Auction ID, Campaign ID, Creative/ Placement ID, CPM/ Price

Is there a cost associated with implementing MMI's technology for 3rd parties (publishers, ad-tech partners)? +

Our parnership is with the advertiser, so no fees are associated with implementing our technology on other platforms on behalf of the advertiser.

If I am a publisher or ad-tech platform, can I license MMI's technology? +

No. We believe the key to cleaning up the supply chain starts with advertisers, as they fund this entire ecosystem. It is impossible to stay objective when working with multiples companies in the supply chain, creating a disalignment of goals and incentives.

If I am an ad agency, can I license MMI's technology? +

No. We believe the key to cleaning up the supply chain starts with advertisers, as they fund this entire ecosystem. It is impossible to stay objective when working with multiples companies in the supply chain, creating a disalignment of goals and incentives.

Does MMI measure In-App/ OTT? +

As In-App and OTT environments do not allow javascript, no vendor can effectively measure within these environments. MMI can use an image pixel in order to count and audit these forms of media. For any VPAID inventory, we are able to run our JS tag.

Does MMI measure Facebook/ YouTube? +

Facebook and Youtube (walled gardens) do not allow any measurement on their properties for any verification vendors. Like other vendors, we can use their API to upload their measurement information into our dashboard.

Does MMI collect any PII (cookies, UUID)? +

No, MMI does not collect any user data (behavioral, IP related, or otherwise) and is GDPR & CCPA compliant. We are checking for one thing, to validate if a machine has rendering capability.