CARMEL, Ind., April 1, 2026 /PRNewswire/ — Escalated.io (escalated.io) has announced the release of S8FTY, a new real-time system allowing publishers and brands to remove invalid traffic from their supply prior to sending it along to their partners, campaigns, or dynamic assets. The new system is a combination of Escalated.io’s real-time pre-bid and post-bid services and moves the decisioning layer from the ad server level to within the session itself.

Invalid traffic has grown to the point where it has become inevitable and symptomatic of the internet itself. Of particular concern is that both general and sophisticated invalid traffic seeps into the supply chain and then seemingly becomes inclusive of overall traffic.

This presents many problems for all players, including:

Misappropriated traffic counts: When forecasting future traffic volumes for internal or sales purposes, IVT (invalid traffic) can cause numbers to be exaggerated.

Inaccurate KPIs and outcomes: Resolving key metrics to an overinflated denominator caused by non-human activity causes skewed performance metrics and indicators.

Duplicate bid requests: Partners downstream often hold their own auctions making a single invalid request available multiple times through various avenues. This increases the resources and cost necessary to handle the request and can also make isolated IVT incidents look much larger.

Negative fill rate effects: Due to the extra overhead, some partners will be much less inclined to listen to or bid on the majority of requests. Additional fees may also be assessed whether transparent or not.

Downward stress on relationships: Since adverse effects are magnified further downstream, entities involved may choose to turn off certain channels, segments, or verticals harming relationships and revenue.

S8FTY works by installing code on a website and then controlling allow and block settings based on the type of traffic, whether it’s IVT, and the risk score for a given request. Further customization can be made to utilize specific settings for specific assets, such as campaigns and other dynamically loaded elements. S8FTY is available for web and mobile web traffic.

“Way too much time, effort, and money is wasted on ad fraud. S8FTY is an absolute game changer and reiterates our commitment to bringing to market solutions that are not only simple and effective but are also maximized for efficiency,” said Escalated.io CEO, Kyle Smith.

For the latest company developments and to learn more about ad fraud protection, go to escalated.io or follow Escalated on LinkedIn.

About Escalated.io
Escalated.io is an end-to-end ad fraud vendor designed for use within the entire ad tech ecosystem from the sell-side to the buy-side. The company’s pre-bid and post-bid services are built for the real-time detection and blocking of both general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT) as well as the measurement of ad viewability to protect spend, revenue, and resources. Escalated.io employs innovative methods that are designed to solve problems for companies of all sizes and enable coverage in nearly any scenario. The Escalated.io platform supports web, mobile web, in-app, and CTV. Learn more at: escalated.io

Contact:
Kyle Smith, CEO
1.317.779.3432
[email protected]