These are the recommended steps to decrease bounce rate and improve the quality of traffic: 

1. Focus on Desktop traffic. Mobile In-App and Mobile Web tend to have higher bounce rates.
2. Try targeting only the Google AdExchange.
3. Add creative macros to your UTM source to run a report in Google Analytics and determine which sources of inventory have had the highest bounce rate. This will help to determine which exchanges are providing highest quality inventory, and which are contributing most to the bounce rate.
   First, add this to your URL: UTM_Medium=${SELLER_MEMBER_ID}The Click URL should look like: http://www.clientwebsite.com/UTM_Source=Pontiac&UTM_Medium=${SELLER_MEMBER_ID} Then you can run a report by Medium in Google Analytics to view bounce rate by Exchange, and remove the exchanges that are contributing most to the bounce rate. You will also need to use the mapping provided in Pontiac to know which SELLER_MEMBER_ID correlates with the Pontiac Exchange ID. See the Seller Id Mapping here: Pontiac_Seller_ID_Mapping
   For additional information on UTM Code implementation see here: UTM Code Implementation

Pixel Load Discrepancies:

Pixels take a second to load and will not fire for people who bounce. The higher the bounce rate the bigger the discrepancy will be. To fix this, place the pixel in the header and use the secure.adnxs.com domain