Release 143
51Degrees device intelligence, Pixalate fraud scoring, price adjustment rules, custom country groups, CPC/CPV billing for DSP partners, first-party DMP audiences.
Released: October 2025 — February 2026. A foundation release: the platform gained two new intelligence layers — device detection and traffic risk scoring — plus the first version of price adjustment rules.
New features
Advanced device intelligence (51Degrees)
The platform now detects a rich set of device properties on every request: device vendor, model, release year, RAM, price band, hardware/browser/platform rank, and whether the request comes from an in-app WebView. All of them are available as targeting dimensions at campaign, site, placement and banner level — including numeric relations for RAM (at least / at most / exactly) — and as analytics dimensions. The same properties are passed to DSPs in bid requests. Detection uses both the User-Agent and modern Client Hints headers.
Traffic risk scoring (Pixalate)
Incoming traffic is scored in real time for fraud probability and classified into risk levels (Low through Certain) and 25+ fraud categories — datacenter/proxy traffic, click farms, bots, app/domain spoofing, click fraud, device-ID stuffing, location obfuscation and more. Risk level and risk category can be used in include/exclude targeting at campaign, site, placement and banner level, and appear as report dimensions. The feature is switched on per network by Epom — see moderation and traffic quality.
Price adjustment rules
A new rule system dynamically adjusts banner pricing based on conditions — device type, operating system, browser, country and custom parameters — with percentage or fixed-amount actions. Rules are managed in the banner editor, gated by their own permission, and are cloned automatically when a banner is duplicated. See price adjustment rules. (Campaign- and advertiser-level rules followed in Release 145.)
Custom country groups
Administrators can create named country groups — any combination of countries — and reference them in geo targeting across campaigns, placements, sites and banners, instead of re-selecting the same country list repeatedly.
CPC and CPV billing for DSP partners
DSP partners can be billed per click (CPC) or per view (CPV) in addition to the traditional CPM, selected via a new Pricing Model dropdown on the partner edit page. Auction price passing and settlement follow the chosen model.
First-party DMP audiences
Advertisers can target their own first-party audience segments: a new first-party DMP type joins the existing third-party integrations, with hierarchical audience-tree navigation in the DMP settings. See audiences and retargeting.
Publisher- and advertiser-side macro visibility
Entity-name macros can be selectively exposed to the publisher
and advertiser sides via new preference toggles, and deprecated macro names gained clearer
replacements ($$ADVERTISER_NAME$$, $$CAMPAIGN_NAME$$).
User identifier in AJAX ad tags
The AJAX ad code can pass a publisher-provided user identifier (UUID) with each ad request, kept in sync with the user cookie for consistent tracking.
Improvements
- TrafficHunt joined the available DSP partner types with full OpenRTB integration.
- Video player update — the Epom video ad player was refreshed with rendering fixes and performance improvements.
- Placement domain default — a network-wide setting controls whether new placements use the placement domain as channel identifier by default. See rules and defaults.
- Faster banner lists via API — the banner list endpoint was heavily optimized, cutting database round-trips for large lists.
- More resilient domain parsing for URLs without protocol or with unusual formats.
Bug fixes
- Click URL redirects — more robust parsing of redirect click URLs, including encoded and unencoded values and edge cases with trailing parameters.
- Advertiser API ignored category assignment on create/update.
- Publisher-side search failed for users who had view (but not share) permission.
- Device release year targeting could error during ad matching; the value is now parsed and cached correctly.
- Device detection returned nothing for requests with no usable evidence instead of an empty result; a client-supplied user agent now takes precedence when provided.
- Scheduled data updates could fail silently due to a transaction-management issue.
- Programmatic (OpenRTB DSP) creatives are included in video waterfall responses.
Under the hood
Platform upgrades and performance work.
