White Ops, a pioneer in online fraud and browser automation detection, today announced the latest addition to its anti-fraud portfolio, White Ops MediaGuard™. White Ops MediaGuard greatly increases the ability of publishers, e-commerce platforms and ad tech platforms to proactively identify and eradicate fraudulent activity in real-time, providing their customers with the highest quality engagement and human viewability.
In its landmark 2014 bot fraud study White Ops forecasted a minimum of $6.3 billion in global ad fraud losses in 2015, with bot traffic having substantial success among ad networks and publishers. The study found an average of 52 percent bots in sourced traffic and an average of 17 percent in programmatic buying.
White Ops MediaGuard combines real-time preventive technology with the global footprint of evidence-based intelligence provided by White Ops FraudSensor™ to give an accurate, preemptive indication of whether a human is on the other end of a request for an ad or webpage. This low latency blocking service is designed to accommodate real time bidding scenarios, providing ad platforms the ability to prevent an ad from ever being served to a bot, and ensuring high-humanity levels in the audience bid stream. Using MediaGuard, web publishers similarly can avoid serving ads to bots by delivering alternate content when a bot is detected at the time of the page load.
An alarming two thirds of the fraud discovered during the first White Ops Bot Baseline study was discovered to originate from residential IP addresses, revealing the efforts of bot operators to mask themselves within the noise of human activity. MediaGuard offers a distinct advantage over blunt blacklisting, giving a precision that preserves real human browser sessions while preventing robotic activity, even when they are both coming from the same IP address, computer, domain, or cookie.
“The White Ops bot fraud study marked a watershed moment in the industry, and represented an ultimatum to fraudsters that the battle was coming to them,” said Michael Tiffany, CEO and co-founder of White Ops. “We provided the market with the visibility and the tools to turn the tables, and affect the financial foundation on which criminals have built their attacks against advertisers. The White Ops technology and services portfolio enables an unprecedented ability for providers to work together to identify and weed out fraud that existed in their own networks and among their partners. With MediaGuard, White Ops has advanced the state-of-the-art again, giving the advertising ecosystem a tool to amplify fraud visibility, but also to catch bots in the act and kill them on sight – before they can affect the network. Transparency has always been a powerful tool.”
The new White Ops MediaGuard service is available immediately and provides an additional layer of protection on top the FraudSensor detection product. The two services provide a closed loop learning system that deliver the ability to respond and block before an ad or webpage is ever loaded.
White Ops offers the industry’s only cyber security-based advertising anti-fraud solution that can address display, video and mobile.