Integral Ad Science Launches Real-Time Fraud Prevention Platform
ADOTAS — Integral Ad Science just announced the release of real-time fraud prevention for digital advertisers and publishers. This solution provides the industry’s first and only actionable technology that leverages in-stream signals to detect fraud and eliminate it in real time, before an ad is delivered or sold, which ensures that advertisers only pay for ads served to humans.
This technology works across multiple platforms and around the globe, and it is now available to Integral’s clients, including over 70 of Ad Age’s 100 leading national advertisers. It is designed to specifically improve upon and solve the challenges and limitations of the industry’s current solution set, such as log-level reports, white lists and black lists that are reactionary, and limit scale.
“We are thrilled to offer the industry’s only real-time fraud prevention technology for both the buy and sell side,” said Scott Knoll, CEO of Integral Ad Science, in a press release. “Online fraud is getting more and more sophisticated, and our mission is to stay one step ahead of the game and keep the advertising industry honest and safe. The real-time component is essential because the bad guys are aware of basic tactics, like white lists and black lists, and are too dynamic and savvy to get caught in this trap. The only true way to prevent fraud is to take action in real time a thousandth of a second prior to the delivery of an ad, evaluating each and every impression.”
Just a marketing pivot. Spider.io is a better player along with DV. On the publisher side, Solve is big.
Interesting, but…quite underwhelming.
I am very familiar with fraud detection from my days as GM of the US search business at GoTo.com.
The problem is, real-time detection identifies only a small portion of invalid clicks.
(I don’t say “fraud” because there is also unintentional but invalid click activity. Double-clicking an element, for example, might send 2 click events, but they are clearly meant to be 1.)
Regardless, being able to analyze clicks over time is actually far more important than doing only real-time detection.
BTW, the search engines, at least, are really good at detecting fraud. Can’t say much about other ad tech vendors. (And of course a publisher has no way of doing it.) But they are certainly not fool-proof; they do let some fraud through.
The problem is, how CAN they detect the stuff that currently gets through? They are already really good at detecting fraud, so what ELSE can they do?
One approach is having the ad servers, publishers and search engines actually cooperate in order to do the BEST job. That’s because each one individually sees only what IT sees. It cannot analyze patterns across the other ad servers/sites/engines. But that cooperation ain’t gonna happen anytime soon.
Leave a Comment
- 5 New Video Ads You Should Watch Right Now
- Duracell Powermat and Unruly Partner to Support 2013 Holiday Campaign
- DeskSite Partners with NFL to Offer Alternative to Broadcast TV
- Infographic: Adobe By The Numbers
- Marketo Signs Definitive Agreement to Acquire Insightera, Extending Leadership in Multi-Channel Relationship Marketing
Adknowledge Announces Launch of ‘AdStation International’KANSAS CITY, Mo., November 25, 2013 (ADOTAS) – Adknowledge is pleased to announce the launch of AdStation International, a global [...] more...
- 5 New Video Ads You Should Watch Right Now December 13th 2013 ADOTAS – In this week’s round-up we see a late [...] more »
- Duracell Powermat and Unruly Partner to Support 2013 Holiday Campaign December 13th 2013 NEW YORK, December 13, 2013 (ADOTAS) – Today, global video [...] more »
- DeskSite Partners with NFL to Offer Alternative to Broadcast TV December 13th 2013 ADOTAS – DeskSite has just launched a digital video entertainment [...] more »
- Infographic: Adobe By The Numbers December 12th 2013 ADOTAS – Adobe just announced results for its fiscal year that [...] more »
- Marketo Signs Definitive Agreement to Acquire Insightera, Extending Leadership in Multi-Channel Relationship Marketing December 12th 2013 SAN MATEO, Calif., December 12, 2013 (ADOTAS) – Marketo , provider [...] more »
- Rakuten MediaForge Chooses LiveRamp To Bridge Gap Between Customer Databases and Online Marketing for Brands December 12th 2013 SALT LAKE CITY, December 12, 2013 (ADOTAS) — Online marketers [...] more »
- VisualDNA Integrates with Adap.tv, Advertising.com, DataXu, Krux & Rocket Fuel December 12th 2013 LONDON, December 12, 2013 (ADOTAS) – Audience insights company VisualDNA [...] more »
- Let’s Stop Debating Whether or Not Super Bowl Ads are Worth It December 13th 2013
- Infographic: B2B Content Tug of War December 12th 2013
- 5 Mobile Strategies to Make Marketers Merry During the Holidays … and Beyond December 12th 2013
- Gone In 10 Seconds: How the Pioneers of Snapchat Marketing Use the App to Build Their Brand December 12th 2013
- SPECIAL REPORT: Ad Fraud and the Anatomy of a Botnet December 11th 2013
- Digital Media Specialist - Video
- Mgr Channel Planning (Social Media)
- SEO/SEM Analyst
- Manager Planner - Digital Vendor Marketing
- Brand Manager
- Stephen: Your new autoplay video commercials are REALLY annoying. It means I cannot leave your story
- Why Social Media Will Live Past their “Expiry Dates”: [...] in social media stock prices. In May 2012, Facebook reported a $35 billion loss
- Chris Zaharias: Very interesting data. All respect due to Google for having built and scaled tools for
- Dick Bennett CEO: Richard, I (and my company)have been on this scene for years. We performed the initial