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Sharethrough x Confiant: Using Zero Tolerance to Power Revenue Growth

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CHALLENGE

Ad quality and security solutions are usually viewed as a business cost—necessary to protect your reputation, unlikely to help your bottom line. But the recent partnership between Sharethrough and Confiant is proving that a highly selective approach to ad security and quality can actually drive value across the AdTech ecosystem.

A Zero Tolerance Approach

Since the beginning, Confiant has been focused on securing the ad based internet economy to allow safe, brand aligned ads to reach consumers and generate revenue for the platforms and publishers that serve them. One of these customers is Sharethrough, one of the largest independent supply side platform (SSP) providers in North America.

Sharethrough has consistently ranked as a top-performing SSP in Confiant's biannual Malvertising and Ad Quality Report, which monitors security and quality issues across the AdTech industry. A major driver of Sharethrough's MAQ dominance over the past two years is its zero-tolerance policy for bad creatives. When a creative is flagged by Confiant as a security risk, it is immediately blocked by the Sharethrough team—which means forgoing the revenue of that particular ad.

The policy has resulted in a record-setting security violation rate for Sharethrough in H1 of 2024: 0.004%, far below the minimum threshold of 0.01% set by Confiant’s standards.

“Our business is built on trust. We value our publishing partners and take swift action on anything that could compromise those relationships. Any short term revenue sacrifice is worth it to ensure the longevity of our relationship.”

Ben Skinazi

Chief Marketing Officer, Sharethrough

SOLUTION

Trusting the Signals

A zero tolerance strategy requires a high level of trust in the signals that Confiant sends to the Sharethrough team. "Confiant has a great track record, and they also work directly with publishers and DSPs, so they see a lot of what’s out there," said Andrew Simpson, Senior Director, Marketplace at Sharethrough. "That level of visibility across the AdTech ecosystem, combined with our shared commitment to raise the quality and security bar for our customers, makes us feel really comfortable acting on their intel."

For Confiant, this partnership is a great example of why a company wide security and quality philosophy is so important. "We seek out partners who share our commitment to raising the standards across our industry, and zero tolerance is as high a bar as you can set," said Confiant Co-Founder and CEO Louis-David Mangin. "Together, we've created a system that allows good ads—and the revenue that they generate—to flow freely and to shut down scenarios that could cause irreparable damage to consumers and publisher relationships."

RESULTS

Revenue Gains and Industry Ripple Effects

By demonstrating that good ads are also good business, Sharethrough and Confiant are helping to elevate the security and quality standards while growing their businesses. Not letting bad ads sneak through has allowed both companies to build their reputation as smart, reliable vendors and to minimize the time internal teams spend debating gray areas or dealing with the fallout from questionable creatives.

"Our partnership with Sharethrough demonstrates the real value of high standards," said Confiant Co-Founder and CEO Louis-David Mangin. "We both believe in a zero tolerance approach to bad ads, not only because it protects end users but because it empowers companies to build lasting, trusted relationships with their clients and drive sustainable revenue. Prioritizing ad security protects brands, drives growth and sets a higher industry standard that benefits everyone in the ecosystem."

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