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2 min read

What is Ping Post in Lead Generation and How Does Ad Fraud Affect It?

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In the context of lead generation, "ping post" is a specific type of technology and process used for buying and selling leads in real-time. It is particularly common in industries like insurance, finance, and online marketing. The process involves two main stages: the "ping" and the "post."


In this stage, the lead generator (the party that has collected potential customer information) sends a limited amount of information about the lead to potential buyers. This information is typically enough to let the buyer assess the lead's relevance or value but doesn't include sensitive personal details. For example, in the case of car insurance leads, the ping might include the age of the vehicle and the location of the owner but not the owner's name or contact information.


If a buyer is interested in the lead based on the information provided in the ping, they respond indicating their interest and the price they are willing to pay. If the lead generator agrees to the offer, they then "post" the full details of the lead to the buyer. This is when the complete information, including personal details, is transferred to the buyer who can then contact the lead for their services.

The ping post process offers several advantages:


It helps protect the lead's personal information until a buyer is found who is interested and willing to pay for the lead.


It allows lead generators to quickly and efficiently sell leads to the most interested buyers, often ensuring a better match between the lead and the buyer.

Price Optimization

Allowing multiple buyers to bid on the lead can help in maximizing the price for a lead.


Buyers receive leads that are more relevant to their specific needs and criteria, increasing the chances of conversion.

Ping post systems are often automated and managed through specialized software platforms that handle the bidding, transmission, and tracking of leads. This technology is crucial in industries where lead quality varies greatly and where the timely matching of leads to potential service providers is important.

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How does ad fraud affect ping post in lead generation?

Ad fraud significantly impacts ping post systems in lead generation in several ways:

Financial Losses

Ad fraud causes financial losses to advertisers and lead generation companies. Fraudulent leads, generated by bots or other deceptive means, result in wasted spending on leads that will never convert into sales.

Quality of Leads

Ad fraud degrades the quality of leads. Ping post systems are designed to match leads with the most suitable buyers in real-time. However, if the system is flooded with fake leads, the efficiency and accuracy of this matching process are compromised, leading to legitimate buyers receiving low-quality or irrelevant leads.

Trust and Reputation Damage

Continued exposure to fraudulent leads can damage the reputation of lead generation platforms and networks. If buyers consistently receive poor-quality leads, they may lose trust in the system and seek alternative sources for lead generation.

Operational Challenges

Dealing with ad fraud requires additional resources and efforts. Companies must invest in sophisticated fraud detection and prevention tools to identify and filter out fraudulent activities, which adds to operational costs and complexities.

Data Analysis and Decision Making

Ad fraud skews data analytics and performance metrics. Decisions made based on corrupted data can lead to poor strategic choices, impacting the overall effectiveness of marketing campaigns.

Compliance and Legal Risks

In some cases, ad fraud can lead to compliance issues, especially if fraudulent activities violate laws or industry regulations. This can result in legal consequences and further financial losses.

To mitigate these impacts, companies involved in ping post and lead generation invest in advanced fraud detection technologies, continuously monitor their traffic for signs of fraudulent activity, and work closely with trusted partners.

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