Since the ecosystem become complex, ad fraudsters and scammers have used the opportunity and hidden in the bush. Now, advertisers have to filter out non-human impressions and clicks since they have 0 ROI with them.
Ad fraud is no longer the concern of advertisers. It is the concern for all of us at the adtech ecosystem. As a publisher, you might be somewhat new to ad fraud technologies and that’s why we compiled this listing. You may use the list as a starting point for your research on ad fraud detection companies.
Ad fraud is not just about numbers. Over the last few years, ad fraudsters have developed themselves into an unbeatable force who can crunch every technology that prevents their assignment of spoiling the internet. As an example, tag evasion.
1 in 5 ad-serving sites is visited exclusively by fraud bots
— The Verge.
While Marketers and Publishers hope to get a solution like Blockchain to solve the problem, the immaturity of the concept would not allow the researcher take a big leap. It takes time.
On the other hand, consortiums like IAB Tech Lab, DigiTrust (IAB obtained DigiTrust lately ) and MRC are fighting to set up a pure electronic ad chain. Ads.txt, Viewability Metrics, etc., are among the many moves aimed at creating digital advertising clean and charm.
However, publishers don’t need to wait for blockchain or an AI solution to lift the bar. For the time being, publishers can partner with advertisement fraud detection program in the marketplace and stabilize their ad revenue. Advertisers (either programmatic or guide ) are willing to pay for quality inventory with individual traffic and clicks. Not the other way around.
Why do Publishers should care about the ad fraud detection companies?
The deal advertisers make using a publisher is simple and straightforward.
“You give me X impressions/Clicks, I return you $Y”
What made the whole deal complicated is the technology and the scale where deals are being made. But let’s not dwell on that topic. As the ecosystem becomes complicated, advertisement fraudsters and scammers have used the chance to hide in the bush.
Now, advertisers have to filter out non-human impressions and clicks because they have zero ROI with them. To do that, they partner with advertising fraud detection companies and weed from the publishers that don’t offer actual traffic and clicks. So as to stay out the weeded list, you ought to know the ad fraud businesses and run a test together.
In this piece, we’re going list the ad fraud companies that are well-known on the market in no particular order.
Very best Ad Fraud Solutions For Publishers
1. White Ops
“White Ops Protects the Web”
White Ops was founded in 2012 and has been experiencing continuous growth as a’bot fighting’ company. It has partnered with largest adtech platforms like the TradeDesk, Videology, and several fortune 100 financial firms.
Aside from adtech, it’s diversified use cases including finance, health care, and Education. For adtech, White Ops provides,
Characteristics : Real-time alarms, extensive reporting, and campaign summary.
II) MediaGuard — An API based service that uses FraudSensor’s detection and machine learning to exactly predict the bots at scale.
Characteristics : Post-Serve Analysis, Custom APIs, and SSO technology.
2. IAS (Integral Ad Science)
Founded in 2009, IAS provides a flow of optimization and verification products for publishers, advertisers, brands, and agencies. It’s been working with big names like Adobe, AOL, and DoubleClick Bid Manager by Google.
You can deliver verified inventory to advertisers while constantly increasing return, optimizing revenue and decreasing IVT.
Features: Real-time Solution, Reduces Impression Waste, and Easier Implementation.
DoubleVerify has its own proprietary platform dubbed as DV Pinnacle, to ensure viewable, fraud-free, and brand safety ads. DoubleVerify asserts the platforms as the industry’s first unified service and performance platform.
DV Pinnacle can provide insightful metrics for delivered ads including whether the ads are viewable, seen by humans, and in-geo.
You can use DV Pinnacle to shut direct deals with top quality brands as you are proving the inventories are viewable, gains human impressions and secure at one go. Besides, it helps you to maximize your CMPs and enhance partnerships with buy-side.
Features: Viewability, Brand Safeness, In-Geo, and Campaign Management.
Pixalate is effective at preventing 15 kinds of frauds and monitors over 50 million URLs. It’s partnered with well-known adtech vendors such as OpenX, AdRoll, and Centro.
It offers API to process and detect non-human traffic in real time. And, a purchaser can divert his traffic from blacklisted IPs and deceptive domains.
Besides, it maintains seller trust indicator which lists the best programmatic sell-siders in order. The rating is determined by combining various metrics such as viewability, domain masking, ads.txt file quality, etc..
Characteristics : Blacklisted and URLs, API for real time decision making, and Trust Index.
5. Trust Metrics
Trust Metrics offers quarterly evaluation for publishers to measure, optimize, and benchmark the inventories against the business (competitors).
It helps publishers make decisions such as expanding inventories, brand partnerships, niche rank, and optimization.
Should I invest in Ad fraud detection tools?
The answer highly depends on your websites and revenue goals. As an example, if you are a mid-market publisher with 80 percent Viewability and can close a decent deal with brands, then you might need a few more metrics (such as fraud-free, brand safeness) to improve your CPMs or associate with premium advertisers.
Obviously, advertisers should be using ad fraud prevention technologies to receive a satisfiable ROI. This, in turn, forces publishers to offer quality, human beliefs. If you’re able to offer them without the help of advertising fraud detection companies, you’re good to hit the road .