Score your measurement governance
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Is there both pre-bid and post-bid evidence?
Are all technically measurable and successfully instrumented impressions analyzed rather than extrapolated samples?
Is it transparent where JavaScript or other direct measurement is technically unavailable?
Can concrete fraud or anomaly types and the supporting evidence be explained?
Can positive human signals be distinguished from merely undetected bot signals?
Are platform, device, OS, browser, GEO, timing and interaction patterns examined together?
Are domain, placement/URL where available, seller and relevant supply paths traceable?
Are there controls against domain spoofing and opaque reseller chains beyond ads.txt or blocklists?
Are reports auditable and can affected channels, creatives, timing and actions be traced?
Are in-ad and on-site views meaningfully connected?
Are dataflow, cookie/PII use, server location and cross-device tracking transparently documented?
Is there a recurring process of measurement, reporting, elimination, optimization and re-validation?
12 questions remaining
The maturity level is shown only after all twelve questions have been scored.
How to score
Score each of the following twelve questions with 0 = no robust answer, 1 = insufficient, 2 = satisfactory or 3 = very good. The maximum is 36 points. This scoring logic is an editorial H.O.T. AG derivation from the technical control questions in the seminar material – not an industry standard.
1–3 · Measurement coverage
1. Is there both pre-bid AND post-bid evidence? 2. Are all technically measurable and successfully instrumented impressions analyzed rather than only extrapolated samples? 3. Is it transparently stated where JavaScript or other direct measurement is technically unavailable?
4–6 · Forensic explanation
4. Can the provider explain concrete fraud/anomaly types and the evidence behind them? 5. Can positive human signals be distinguished from merely undetected bot signals? 6. Are platform, device, OS, browser, GEO, timing and interaction patterns examined together?
7–9 · Supply chain and transparency
7. Are domain, placement or URL where technically available, seller and relevant supply paths traceable? 8. Are there controls against domain spoofing and opaque reseller chains beyond ads.txt or blocklists? 9. Are reports auditable and can affected channels, creatives, timing and actions be traced back?
10–12 · Governance, privacy and optimization
10. Are in-ad and on-site views meaningfully connected? 11. Are dataflow, cookie/PII use, server location and cross-device tracking transparently documented? 12. Is there a recurring process of measurement, reporting, elimination, optimization and re-validation?
0–12 points · low transparency
Material parts of delivery or decision logic are not traceable. An independent baseline audit can help expose measurement gaps, governance risk and priorities.
13–24 points · partially controlled
Relevant controls exist, but measurement coverage, supply transparency or the link between finding and action remains incomplete. Prioritize the questions scored 0 or 1.
25–30 points · advanced
The organization already has a good control architecture. The next step is to document limitations consistently, operationalize rules and test optimizations against independent evidence.
31–36 points · strong governance
Measurement, transparency and operational response are largely connected. A high score still does not prove a fraud-free campaign; it indicates stronger conditions for detecting, interpreting and addressing problems.
This article describes principles and questions. Specific fraud, bot or quality rates cannot be transferred directly to individual campaigns without understanding methodology, scope and data basis.