The definition of a safe ad network has changed rapidly over the past two years. Ad fraud reached an estimated $44.3 billion in 2024, according to Juniper Research (with projections to $107 billion by 2029), and regulators across Europe, North America and Asia have added new compliance and accountability standards for digital advertising. Companies with global reach, including PropellerAds, have adjusted their services to match these expectations.
PropellerAds delivers billions of impressions across more than 195 countries, which exposes the network to significant scrutiny from advertisers and cybersecurity groups. The company's recent product updates reflect the broader shift in AdTech: networks are now assessed on their ability to detect fraud in real time, moderate content consistently, operate with privacy constraints, and submit to external oversight.
Alex Vasekin, CEO of the company, summarized the change. "If your fraud controls activate after a campaign has already lost money, you are already below the minimum standard," he said. His comment reflects a growing consensus across digital advertising.
1. Real-Time Traffic Analysis and AI Screening
A safe ad network in 2025 must block fraudulent activity before it affects advertiser budgets. PropellerAds uses machine-learning models that evaluate traffic signals in real time. These models analyze device fingerprints, behavioral signals, interaction timing and browser characteristics to detect and filter suspicious activity before it enters reporting tools.
The company's our internal traffic quality framework outlines a three-stage traffic review structure. The first stage is real-time filtration using an in-house bot detection solution. The second stage is post-analysis that combines automated systems with manual review to identify abnormal patterns such as unexpected spikes, unusual bounce rates or irregular session lengths. The third stage is a statistical scoring system that evaluates traffic sources across dozens of parameters, including campaign data, targeting details, and bot detection indicators.
PropellerAds reported that this structure allows rapid identification of problematic sources. Continuous updates to the models are necessary because fraud tactics evolve quickly and are deployed unevenly across global markets.
2. Structured Moderation and Rule-Based Creative Review
Moderation requirements have expanded significantly as performance advertising grows more complex. PropellerAds uses automated scanning and human review to evaluate creatives and landing pages. The system reviews claims, code behavior, redirect patterns, and compliance issues linked to sensitive verticals.
Documentation is now an essential part of moderation. New transparency and documentation expectations — including those inspired by the EU Digital Services Act — are pushing ad networks to maintain clearer records of moderation decisions. Advertisers, particularly those operating across multiple jurisdictions, request clearer explanations for moderation decisions.
Publisher screening has also become more stringent. PropellerAds examines publisher histories for repeated violations, unauthorized script changes, and prior involvement in malware incidents. The goal is to reduce the risk of harmful ads appearing on publisher inventory and to prevent these issues from spreading through large exchanges.
3. Privacy-Focused Targeting Without Third-Party Cookies
While Google has paused the full phase-out of third-party cookies, the broader shift toward privacy-first targeting continues. Ad networks are increasingly relying on first-party data, contextual signals, and consent-based identifiers to reduce dependence on cross-site tracking.. PropellerAds has shifted toward contextual analysis, publisher-provided first-party segments, and on-device classification. These methods allow targeting without cross-site tracking.
The IAB reports that digital ad revenue increased 14.9% year over year in 2024, with contextual targeting playing a key role. PropellerAds organizes its workflows by region because data accepted in one country may violate privacy standards in another. The company maintains detailed compliance logs showing data origin and consent to navigate these differences.
Safe networks have also moved toward aggregated performance data instead of user-level logs. This supports optimization while meeting privacy expectations across strict regulatory environments.
4. Independent Audits and Threat Intelligence Partnerships
Safe ad networks are now expected to undergo independent assessments. PropellerAds is expanding its use of independent assessments and third-party verification to strengthen transparency and trust, which evaluate fraud prevention accuracy, malware filtering, and identity verification methods. These assessments provide advertisers and regulators with measurable evidence of performance.
The company actively exchanges insights with security researchers and follows intelligence shared across the industry. Insights from these partners help detect new malware strains, redirect kits, and exploitation attempts. The 2026 report highlights recent improvements, including stronger resistance against unauthorized use of tags and APIs, updated iFrame fraud detection, and expanded identification of VPN and proxy traffic.
Vasekin noted that external review has become a necessity. "Independent audits do more than validate what you have built. They reveal the gaps you did not expect," he said.
What Advertisers Now Expect by Default
The checklist for a safe ad network is more rigorous in 2025. Real-time fraud detection, structured moderation, privacy-focused targeting, and independent verification form the basis of current expectations. PropellerAds' service updates and its annual traffic quality reports reflect broader shifts driven by regulation, fraud pressure, and advertiser demand.
Safety is now measured through systems and documentation rather than marketing claims. Networks that meet these criteria are more likely to maintain credibility in a sector facing heightened scrutiny.
