The mobile advertising leader OpenX announced that they are launching a ‘next generation’ Traffic Quality Program that has been developed exclusively for their systems. The program is set up to help identify and eliminate fraud that exists within programmatic advertising. By identifying fraudulent activities earlier than ever before, they hope to be able to improve the overall quality of digital advertising.
John Murphy, Vice President of Marketplace Quality at OpenX, said, “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. Our 3rd 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.”
This is the latest move in an ongoing battle against digital ad fraud. According to a recent study from White Ops and ANA, an estimated $6 Billion in digital ad dollars will be lost to fraud. Much of this amount will never be confirmed as fraud by the advertisers themselves, which makes it an even bigger issue. Programs like OpenX’s new platform are an essential tool in finding and stopping ad fraud before it costs the advertisers money.
This will help to build advertiser confidence and attract more investments into the online ad space. While this platform is available exclusively on the OpenX system, any step against ad fraud is going to help all online marketers and advertisers in the long run.
