Don't miss the revenue from duplicate pings

According to Kaliper stats, 70% of all pings are duplicates.*

The obvious way to treat them is as noise: drop the duplicate before it reaches a buyer, and block the sender if it keeps happening.

The problem is that some of those duplicates were going to be paid. Dropping them puts a cut of your revenue at risk, and most reports won't show you it happened.

Kaliper does not drop duplicates, and does not block the publishers who send them. We answer all of them, off one buyer’s response.

How Kaliper deduplication works

We deduplicate pings per target, by phone number. Any ping with the same phone number for the same target within 15 seconds of the first one is considered a duplicate.

Only the first ping goes to your buyer and gets the bid.

Every duplicate ping gets the same buyer’s response.

Here’s what that looks like:

• Publisher A sends a ping for 555-1234 to your target. It’s the first one, so it goes to your buyer, who bids $20.

• A few seconds later, Publisher B sends the same number. It’s a duplicate, so your buyer isn’t asked again. But B gets the same $20 bid.

• Both publishers now have a real bid, and each decides whether to send the call.

• If the caller comes through A, it’s a normal call, and B’s ping simply expires.

• If the caller comes through B, we count it under Revenue Dup.

Your buyer's side. One request and one response per number within 15 seconds.

Your publisher's side. A real bid instead of a rejection, on the same terms as whoever submitted first for any reason.

Your side. None of your buyer's rate limit spent on repeats of a lead they priced seconds ago, and no lead lost just because the ping arrived as a duplicate.

How well it works

On RTB traffic, calls that came through duplicate pings made up about 5% of our customers’ revenue over 6 months. That’s the revenue a drop-or-block rule leaves on the table.

For a third of the customers where duplicates turned into calls, the share was 10% or more, and for some over 20%. By vertical, it reached 13% in Bath Remodeling and 8% in Home Insurance.

It's not an edge case. More than half of buyers received calls through duplicates, and they account for 87% of RTB revenue. On the other side, almost 3 in 10 publishers got paid on a duplicate that another platform would have rejected.

Why do we not block the publisher

Some platforms choose to track a publisher's duplicate ratio and cut the source off automatically past a threshold. It is tempting: one rule, and the duplicate rate looks amazing.

Two problems with that:

• As said above, about 5% of RTB revenue came through duplicates. Dropping them means giving that up.

• Nearly 500 publishers on our platform sent 80% or more duplicates. But together they brought our customers over $10M in RTB revenue, and only about 6% of it came from duplicates. Block them, and all of it is on the line. That is a fair trade if answering their duplicates costs you your buyer’s response limits. It is far too much to lose if answering them costs you nothing.

Worth knowing

• The 15 seconds count from the first ping, not from your buyer's response. If your buyer takes longer than that to answer, or the same number comes in again after 15 seconds, it goes to your buyer as a new ping.

• A duplicate inherits the answer to the original, whatever that answer is. If the first ping is rejected or times out, every repeat behind it gets the same. In your reports that looks like a burst of failures across several publishers, when it was one failed request to one buyer. Check the original first.

• Matching is per target, not per publisher. That’s why a second publisher gets the first one’s bid, even though they never contacted your buyer.

How to enable

It’s on by default for every buyer and target, matching on phone number. If you’d rather match on phone + ZIP, or turn matching off for a buyer (Passthrough), you can change it in the buyer or target settings.

Look at your own Revenue Dup figure now, it might surprise you.

*All figures are based on Kaliper platform data from March 15 to September 14, 2026. Revenue shares are calculated on calls routed through real-time bidding.