[July 26, 2016] |
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AdTheorent® Enhances Anti-Fraud Infrastructure to Provide Cross-Environment Safeguards
AdTheorent,
Inc., a technology company whose data-driven predictive solutions
are transforming digital advertising, today announced significant
advancements to its anti-fraud infrastructure, as well as sample
performance statistics over a recent 30-day measurement period.
Previously launched last year as a mobile-only solution to identify
fraud that went undetected by traditional third party anti-fraud
solutions, AdTheorent's real-time (pre-bid) detection model is now able
to identify fraud across all digital environments, maximizing
cross-environment brand safety and ad spend.
Now fully deployed to detect fraud on a cross-environment basis, in a
recent 30-day period AdTheorent's anti-fraud infrastructure identified
and blocked 70,232,713,950 fraudulent digital impressions. Of those
blocked impressions, more than 42 billion derived from non-human or bot
behavior (NHT), a frequently cited problem in digital advertising.
(Recently, the Association of National Advertisers reported that
advertisers will lose an estimated $7.2 billion globally this year as a
result of fraudulent impressions, or bots, up $1 billion from last
year). During the same period, AdTheorent's anti-fraud infrastructure
also blocked nearly 28 billion impressions originating directly from
data centers or servers (as opposed to digital devices such as a mobile
phone or laptop). Additionally, AdTheorent's infrastructure blocked more
than 7 million proxy server impressions, which are impressions whose
source of origin is masked.
AdTheorent's Approach:
Tapping its robust data-driven predictive modeling platform, AdTheorent
uses statistical analysis techniques to identify anomalies and
aberrational behavior impacting publisher inventory. Because 35 billion
ad requests come through AdTheorent's systems per day, the Company is
able to identify trends across exchanges and identify fraud that other
detection solutions don't have the scale or technical capacity to find.
This is automated as part of AdTheorent's bidder functionality, which
allows the fraud to be detected in real time, enabling the company to
react immediately, which is extremely beneficial as fraud evolves
quickly and often morphs before many companies an identify it. Removing
fraud on a pre-bid basis is especially critical because fraudulent
properties are typically high performing properties (high CTRs),
designed to yield bids from automated systems which optimize higher
performing properties.
"Fraud is a tricky and very fluid activity that is changing constantly
and is extremely hard for many tools and systems to identify and keep up
with," said Chris Cagle, AdTheorent's EVP of Technology. "The speed at
which our big data mining platform processes data, coupled with our
scale, allows us to find and eradicate fraud in real time, across all
digital environments. We're thrilled that in just a one-month period
alone, we have identified and blocked more than 70 billion fraudulent
impressions."
Simultaneously, the Company conducts on-going qualitative reviews of web
sites and apps within its network, assigning qualitative scores to each
property based on property-specific screenings. AdTheorent's qualitative
analysis focuses on identifying low value ad impressions that might not
be detectable through statistical algorithms, such as sites optimized to
take advantage of "mis-clicks," or impressions which do not meet brand
safety guidelines In all cases and across all environments, properties
and devices identified as suspect and potentially fraudulent are
filtered from AdTheorent's inventory before bidding occurs.
AdTheorent's proprietary fraud-detection algorithms are driven by
terabytes of data which identify artificial, non-human behaviors and
traffic patterns likely driven or directed by bots, as well as traffic
whose source of origin is masked using proxy servers. And most
important, because ad fraud, like all fraud, is fluid and dynamic in its
forms and shapes, the tools and methods needed to identify fraud as it
evolves must be equally dynamic and fluid, and must be able to learn
from ever-changing data sets.
Said James Lawson, AdTheorent's Managing Partner & Chief Legal Officer,
"digital ad fraud is the subject of growing interest, including a recent
letter to the FTC (News - Alert) by Sens. Mark Warner (D-Va.) and Chuck Schumer (D-NY),
but AdTheorent engineers and data scientists have been implementing and
refining solutions in market for over a year. We view digital ad fraud
as a market inefficiency that we are uniquely equipped to combat. Our
ability to do deliver reliable impressions to our clients is a key
differentiator for AdTheorent."
About AdTheorent®
AdTheorent is a technology company that is transforming digital
advertising through user identity mapping and data-driven predictive
solutions. AdTheorent's machine learning technology platform,
Cross-Environment Map and Barometric® technologies
help brands understand and connect with their audiences at scale.
AdTheorent's machine learning technology platform combines millions of
data attributes into precise and accurate adaptive models for the
purpose of identifying optimal audiences. Powered by data-driven
intelligence, AdTheorent's platform delivers the right ad, to the right
user, at the right time - all in "real time" within brand advertisers'
ROAS and performance goals.
AdTheorent provides the most comprehensive cross-environment mapping
infrastructure in market, which maps millions of unique device IDs to US
households and other physical locations, and appends those device IDs
with extensive 1st, 2nd and 3rd party data sources. As a mobile-first
Data Management Platform, AdTheorent is uniquely positioned to match
offline and online data to mobile at scale, affect cross-environment
targeting and break new ground in media attribution including physical
activity such as purchase.
AdTheorent's Barometric measurement and analytics
solution features the advertising industry's most advanced
cross-environment tracking and attribution solution, providing the
"post-click and post view" signals necessary for modeling to (i.e.,
predicting) true user engagement and awareness.
The collective result to AdTheorent-partnered brands and marketers is
higher engagement rates across any client-defined metric - The
Intelligent Impression®. For more information, visit: www.adtheorent.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160726006002/en/
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