• Scrub

    May 12th, 2009

    Describes the percentage difference between a gross amount of data received and the net amount that is considered valid.  The scrub is a term commonly used when a party generating traffic is negotiating with a party buying that traffic. As the party generating the traffic receives payment for performance only, it will often want to minimize its exposure to potential loss and negotiate a maximum scrub. The scrub applies not just to lead buys, but was a commonplace discussion when two properties worked together and had their own tracking systems. With the advent of Google, the discussion in certain areas became moot as the advertiser paid what was recorded without any room for discrepancies. There, regardless of what the advertiser tracked, they paid what Google counted, with any disagreements having to go through a lengthy and not guaranteed process of seeking a return due to fraud. With both clicks and actions, the ultimate goal of the advertiser is to pay only for valid traffic, while the publisher wants to make sure they can charge for their work.

    Category: Glossary

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