How Reddit Leveraged DataDome to Improve Traffic Classification and Verify Accurate Billing
Reddit is a community of communities where people can find experiences built around their passions and interests. While some may see Reddit as a treasure trove to browse cat memes and wind up learning quantum physics, it is also an important and valuable platform for advertisers looking to reach diverse and highly engaged audiences. As part of its commitment to protecting advertisers from bot activity, Reddit wanted to expand its protections by partnering with DataDome on traffic classification. By leveraging DataDome’s bot detection capabilities, Reddit was able to ensure even more accurate billing, and in turn maintain advertiser trust.
Accuracy, Flexibility, & Ultra-Scalability
For Jerry Chu and his team, the main purpose of engaging with a third-party vendor was to optimize the accuracy of Reddit’s traffic classification. Detection quality was therefore the #1 selection criterion.
“If the vendor says ‘this event was triggered by a bot’, to what extent can we trust that it was indeed a bot and not a human?” Jerry observes. “DataDome impressed us with the accuracy of its underlying detection models.”
Reddit also needed to ensure that the selected vendor’s infrastructure could seamlessly handle its large traffic scale. With robust auto-scaling capabilities, DataDome could guarantee the engineering performance Reddit required: “From an operational perspective, we’ve had no major incidents or SLA downgrades,” Jerry explains.
In the course of the onboarding discussions, it turned out that one particular requirement would necessitate extra flexibility and problem solving. “It involved some heavy lifting, but the DataDome onboarding team worked side by side with our engineers to come up with a solution that worked perfectly for us,” Jerry notes.
“To summarize, we selected DataDome for its detection accuracy and engineering performance, while the team’s ability and flexibility to accommodate our use case was also key. In addition, DataDome’s pricing model is competitive compared to other vendors.”
Increased Advertiser Confidence and Compliance
For Reddit, having trustworthy traffic classification data brings multiple benefits.
“We were able to add a layer of protection for our advertisers, which adds to the confidence we constantly strive to instill in our Advertising business, and allows our clients to instead focus on driving the best possible outcomes from their Reddit Ads,” Jerry observes. “What’s more, reliable traffic classification also helps fulfill our compliance requirements.”
He concludes: ”DataDome is very reliable and delivers great results. Plus, the customer service is five-star.”
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