Most ad reporting counts impressions. Deltrix counts humans.
Deltrix is an independent forensic audit of your programmatic spend. We measure every impression, classify it as human or bot, and show you what the bots cost. No estimates. No panels. Evidence.
Your dashboards report delivery. They don't report who saw it.
Platforms grade their own homework. Verification vendors sample. Bots evolve faster than block lists. The result: a share of every programmatic dollar buys traffic no human ever sees, and standard reporting never surfaces it.
Bots that look like buyers
Automated traffic mimics real devices, browsers, and behaviour. It clicks, scrolls, and converts on paper. It will never buy anything.
Sites made for ad revenue, not audiences
Made-for-advertising domains and low-quality apps absorb spend at scale. They pass standard verification because the ad technically rendered.
Too many hands between you and the publisher
Every reseller hop takes margin and adds fraud risk. Most advertisers buy the same inventory through multiple paths without knowing it.
Large percentages. Larger dollars.
Run your own numbers. At the rates we routinely measure, invalid delivery compounds into material damage across an always-on budget.
30% non-human delivery is based on the lowest levels observed across 600 million impressions measured per annum. Your audit replaces these assumptions with your campaign's measured figures.
An evidence base, then a fix list.
Measured, not modelled
On-page JavaScript measurement classifies each impression. You see human share by platform, browser, device, source, domain, and hour of day.
Actions, not observations
Exclusion files ready to load into your DSP. Supply path recommendations. Dayparting strategy built on when humans actually show up.
Plain language for the board
Findings translate into dollars saved and dollars redirected. Your CFO will follow every slide.
Forensic measurement, impression by impression.
Deltrix runs on FouAnalytics, the measurement platform built by Dr. Augustine Fou, one of the most cited independent researchers in ad fraud. A lightweight tag on your creative measures what actually loaded the ad, then classifies it.
Three colours. No ambiguity about what they mean.
Every impression lands in one of three buckets based on dozens of on-page signals: how the page was loaded, how the device behaves, whether interaction patterns match humans.
Confirmed human
Signals consistent with a real person on a real device. The only traffic worth paying for.
Confirmed bot
Declared crawlers, data centre traffic, automation signatures. Spend here is pure leakage.
Not yet confirmed
Insufficient signal to classify either way. We track how grey traffic resolves over time rather than guessing.
We cut the data every way that matters.
Human share isn't one number. It moves by platform, by hour, by supply path. The audit reports across every dimension below, so fixes target the actual source of waste.
Humans keep hours. Bots don't.
Human share moves by hour of day, and it moves enough to act on. Bot activity spikes overnight and again through the middle of the day. We don't recommend pausing inventory. We recommend bidding up into the windows where humans concentrate.
What lands on your desk.
The audit deck
Full findings with human share by every dimension, benchmarked, with each finding paired to a recommended action.
Exclusion files
Domain and app exclusion lists formatted for direct upload to DV360, Performance Max, and other buying platforms.
Optimisation roadmap
Supply path consolidation, dayparting bid strategy, and creative placement recommendations ranked by dollar impact.
Executive readout
A working session with your team. We walk the findings, agree the fixes, and set the baseline for re-measurement.
Independent. Forensic. On your side of the table.
Everyone else in the chain gets paid when your money moves. We get paid to find out where it went.
No media to sell. No inventory to defend.
Platforms measure their own delivery. Verification vendors are paid by volume on the same campaigns they grade. Agencies trade on the inventory under review. Deltrix has one client in the room: you.
Forensic, not sampled
We measure each impression with on-page data. Panel-based and sampled approaches estimate. Estimates smooth over exactly the anomalies an audit exists to find.
Methodology with a name on it
FouAnalytics is built and maintained by Dr. Augustine Fou, an independent researcher with two decades in ad fraud detection. The methodology is documented and defensible.
Endorsed locally
Deltrix is endorsed by IAB Australia and delivered by Tumbleturn Marketing Advisory in Sydney. You deal with the people doing the analysis.
Fraud adapts. A one-off audit starts decaying the day it lands.
Bot operators respond to detection. Supply paths shift. Platforms change their algorithms without notice. The advertisers who stay clean are the ones who keep measuring. Deltrix runs as a continuous loop.
Measure
Tag the campaign. Classify every impression across all dimensions.
Diagnose
Isolate where non-human and junk delivery concentrates, and what it costs.
Fix
Load exclusions, consolidate supply paths, reweight bids to human-rich windows.
Verify
Re-measure against the baseline. Prove the saving. Catch the next shift early.
Built for serious programmatic budgets.
Deltrix works for advertisers with always-on programmatic investment and a board that asks where the money goes. Our audit experience spans financial services, automotive, and major Australian brands.
Start with a baseline. Stay clean with a retainer.
The baseline audit tells you where you stand and pays for itself in identified waste. The retained engagement keeps the savings locked in as fraud and platforms shift.
Baseline Audit
- Full forensic measurement across one flagship campaign
- Human share reported across all nine dimensions
- Exclusion files for your buying platforms
- Supply path and dayparting recommendations
- Executive readout with your team
Retained Measurement
- Continuous measurement across active campaigns
- Monthly reporting against your audited baseline
- Alerting on classification shifts and platform changes
- Exclusion list maintenance as new threats appear
- Quarterly re-audit and savings verification
- Direct access to the audit team
Most clients fund the retainer from waste identified in the baseline audit.
Find out what your spend is really buying.
Tell us about your programmatic investment. We'll come back with a scoped audit proposal within a week.
Dan Johns
First point of contact for audit scoping, commercials, and engagement structure.
dan@tumbleturn.com.auTom Bates
Technical questions on methodology, measurement setup, and platform integration.
tom@tumbleturn.com.auTumbleturn Marketing Advisory
Deltrix is Tumbleturn's independent forensic ad fraud auditing service, underpinned by FouAnalytics and endorsed by IAB Australia.