WPP Media MENA partners Tapper to block invalid traffic on Google/Meta, cutting du’s CPA by 13% and lifting orders 8.6% through real-time quality control and seamless integration.
WPP Media MENA, WPP’s global media investment arm, has teamed up with traffic quality specialist Tapper to sharpen client campaign performance by filtering out invalid traffic on platforms like Google and Meta. The partnership adds an independent layer that monitors and blocks bots, low-intent clicks, and other non-genuine sources in real time, preserving budgets for authentic users without altering creative or bidding setups.
Early wins came from a trial with UAE telecom giant du, where Tapper uncovered hidden issues like mismatched targeting and poor click quality invisible in standard reports. Results included a 13% drop in cost per acquisition and an 8.6% rise in order rates, proving how cleaner data boosts platform algorithms for better optimization.
Joseph Elbcherrawy, Client Leadership Director at Mindshare (a WPP Media brand), noted: “This delivers accountable media by fixing traffic at the source, enhancing conversions for du through smarter efficiency.” Samar Alghazal, Senior Performance Manager at Mindshare, praised the plug-and-play setup: “Minimal effort from our side, yet big gains that freed us for strategic priorities.”
Tapper CEO Nasser Oudjidane highlighted the timing amid AI-driven traffic challenges: “Automation hides junk data that inflates CPAs; our upstream filter ensures real intent reaches bidding models, aligning with outcome-focused agencies.”
The alliance underscores WPP Media’s focus on governance, improving signal reliability for precise forecasting and sustainable ROI amid black-box tools like Performance Max.
