Ogury's client-side violation rates run up to ten times lower than the industry average, according to Confiant's Malvertising and Ad Quality Index 2025 Mid-Year Benchmark. We asked SVP Global Publisher Partnerships Fabio Zoboli how that standard holds, and what it costs to keep it.
The industry default is cleanup, not prevention. Flag it after it reaches the user and fix it after the damage is done.
Ad quality is a core priority at Ogury. Rather than relying on post-delivery detection, where a substandard ad has already reached the user, we enforce quality at the pre-delivery stage, ensuring every impression meets both our standards and our publishers' before rendering.
Operationally, this requires real-time creative scanning, tighter integration with bidding and decisioning, and continuous calibration of filtering rules. It also requires close collaboration across supply, product, and ad quality teams to ensure enforcement doesn't introduce latency or impact fill.
Standards only hold when there is genuine organizational conviction and exceptions aren't tolerated. A single malicious or disruptive creative can erode trust with publishers, advertisers, and audiences, and rebuilding that trust is rarely quick or guaranteed.
That's why protecting the integrity of the supply chain is an existential imperative. The resources we invest are a baseline, because the cost of letting standards slip is asymmetric and compounding: what starts as a creative quality issue quickly becomes a brand safety and regulatory liability. Tolerating exceptions lowers the floor, and restoring it is far harder than maintaining it.
Because we've been on the other side of the trust equation. When you've lost partnerships due to creative quality issues, you understand why "trust us" is never enough. With Confiant validating what we block and why, there's no ambiguity.
Confiant reinforces everything we do internally, with one goal: minimize the risk of advertising that isn't aligned with our policies, market standards, and publisher expectations. This creates a level of accountability that self-reporting never could. Ultimately, in a market where bad creatives are widespread, being verifiably clean is a commercial asset.
Our commitment to brand safety doesn't change as we expand, regardless of channel, format, or volume. Every new publisher partner goes through a structured vetting process, including inventory quality assessment, Integral Ad Science and DoubleVerify pre-bid filtering, and performance-based evaluation.
On the demand side, we work with premium global brands whose standards reinforce ours. By partnering with Confiant, we ensure creative quality controls remain in place as volume grows. Maintaining the integrity of the supply chain at scale isn't a constraint on expansion; it's what makes that growth sustainable.
In many categories, first-time advertiser creatives see double-digit rejection rates at the platform level. That’s the floor — and plenty of what clears it still doesn’t clear ours. Lowering our standards would unlock more programmatic revenue, but despite the real upside, we don’t take that route.
Our publisher partners operate in an increasingly difficult environment, with declining traffic, compressed margins, and mounting economic pressure. In that context, the quality of the demand we bring them isn't secondary; it's critical.
Allowing lower-quality or disruptive creatives would generate short-term revenue, but at the cost of eroding user trust, impacting publisher monetization, and undermining the value of our supply relationships.