Putting an End to Fraud in Programmatic Advertising

Digital advertisers are perpetually on the virtual look out for ways to eliminate (or at least reduce) fraud in advertising - an issue only exacerbated by the speed provided by programmatic exchanges.

In fact, a recent White Ops and ANA study found that ads bought through programmatic channels were 55 percent more likely to be served to bots than display ads purchased through other channels. It is estimated that advertisers could lose more than $6 billion globally to ad fraud in 2015 and it's time to do something about it.

Ad technology provider OpenX has released a new version of its Traffic Quality Platform which aims to provide some support and relief in this regard.

The new features, which leverage OpenX's direct tag integrations with publishers, build upon OpenX's existing platform, which detects and blocks suspicious activity (by analyzing big data) involving the gathering and evaluation of vast amounts of transaction data.

"The fact that our ad code sits directly on the publisher page gives us an earlier look into publisher inventory than any existing buyer pre-bid solutions we're aware of," said John Murphy, vice president, Marketplace Quality, OpenX. "Our third generation system makes the most of this privileged position to allow us to detect types of fraud that can't always be picked up through big-data approaches. With our latest series of innovations, our Traffic Quality Platform is now able to accurately identify and eliminate a bad actor in milliseconds before it can actually access the exchange. This is a sea change that our early look at publishers' pages makes possible."