Omnicom Media has revealed a strategic partnership with Tapper, a preferred traffic quality platform, aimed at strengthening campaign governance and performance integrity across its client portfolio by independently monitoring and blocking invalid traffic in real time.
The partnership has already delivered significant results, with Al-Futtaim Electric Mobility/BYD seeing a 25.4 per cent increase in conversion rate and an 11.1 per cent reduction in cost per lead within just two weeks.
Mahmoud El-Taiebany, Digital Marketing Manager at Al-Futtaim Electric Mobility, said, “Tapper provided additional visibility into traffic quality beyond what platform reporting offers, helping us identify inefficiencies that were previously difficult to detect. It has strengthened our ability to optimise campaigns with greater confidence and efficiency.”
In today’s performance marketing landscape, ensuring ad spend reaches genuine, high-intent customers is a critical challenge.
While native platform controls on Google and Meta are essential, they are not designed to prevent all forms of invalid or low-quality traffic, which can distort performance data and lead to inefficient ad spend.
To address this industry-wide blind spot, Omnicom has integrated Tapper as an independent quality control layer across its client campaigns.
Tapper’s technology operates alongside existing campaign structures, automatically identifying and blocking invalid traffic sources without disrupting media strategy, creative, or bidding workflows.
This ensures that client budgets are directed exclusively toward genuine users, allowing platform algorithms to optimise against cleaner, more reliable data signals.
In a controlled trial across Al-Futtaim Electric Mobility/BYD performance campaigns, PHD, an Omnicom agency, and Tapper uncovered and resolved underlying inefficiencies that were not visible within native platform reporting.
These included low-quality traffic entering lead-generation campaigns, non-genuine users distorting optimisation signals, and traffic patterns reducing conversion efficiency without surfacing clearly inside the ad platforms.
By deploying Tapper to continuously analyse and filter paid traffic, the campaigns saw immediate and measurable improvements.
Key results include:
- 25.4 per cent increase in conversion rate
- 11.1 per cent reduction in cost per lead (CPL)
These gains were achieved without changes to budgets, landing pages, or core media strategy, demonstrating the direct impact of improved traffic quality on lead-generation performance.
“During the Al-Futtaim Electric Mobility/BYD trial, Tapper identified and filtered traffic that was weakening campaign performance. That led to a 25.4 per cent improvement in conversion rate and an 11.1 per cent drop in CPL within two weeks,” said Ahmed Murtadha, Associate Director at PHD.
The partnership intends to reinforce Omnicom’s commitment to delivering best-in-class performance governance for its clients.
By integrating independent validation of traffic quality, Omnicom aims to improve the reliability of its optimisation signals and provides clients with greater confidence in their marketing investments and performance outcomes.
