Ad Fraud

6 Best Ad Fraud Detection Companies for Publishers

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Ad Fraud Detection Companies

Ad fraud doesn’t just hurt publishers and advertisers. It ends up messing up with the entire ad industry and damaging the advertising ecosystem. Even after constant efforts to eradicate ad fraud, it was found that ad fraud induced losses amounted to $66 billion in 2018, increasing tenfold year-on-year from the $6.5 billion figure in 2017.

The solution will not just present itself out of the blue. Ad fraud prevention requires implementation of certain preventive measures. But, with too much on the plate already, it can become cumbersome for publishers to keep an eye on all kinds of ad fraud incidents.

To the relief of the publishers and the advertisers, there is no dearth of ad fraud detection companies to take care of that. From non-human traffic to ad injection, an ad fraud detection company looks after all kinds of fraudulent activity and helps publishers minimize revenue loss.

Here are 6 ad fraud detection companies that can help publishers combat against ad fraud.

Note: This is a list, not the ranks of these ad fraud detection companies.

1. IAS (Integral Ad Science)

IAS (Integral Ad Science) was founded in 2009 as an ad verification company. It is best known to address ad fraud, ad viewability, and brand risk issues. Its services are designed to safeguard the entire ad industry including publishers, advertisers, and agencies against ad frauds. Companies like AOL, Adobe, and DoubleClick Ad Manager by Google have already partnered with them to prevent fraud.

IAS offers something called ‘True Advertising Quality’, a service that scores sellers and buyers based on metrics like brand safety, ad fraud, content, structure, and view. Moreover, IAS is accredited by MRC for SIVT (Sophisticated Invalid Traffic) detection for desktop and mobile web traffic. IAS also has a real-time solution to deliver verified inventory to buyers. This feature improves ad yield and minimizes waste impression by removing invalid traffic.

2. White Ops

White Ops is a cybersecurity company offering protection to digital publishers and advertisers from ad fraud and similar threat. Although established in 2012. It was only  in 2016 that MRC accredited White Ops for sophisticated invalid traffic detection.

Having already worked with The TradeDesk, Videology, and TripleLift, White Ops has two main offerings, viz MediaGuard and FraudSensor. These products specialize in combating specific categories of ad fraud, to eliminate non-human traffic from publishers’ inventory, helping them sell their inventory without fear of getting blocked. Apart from ad tech industry, White Ops also deals in verticals like travel, retail, financial services and web security.

3. Pixalate

Pixalate is another comprehensive ad fraud detection company and claims to fight against more than 15 types of ad fraud. In addition to other big names, it has partnered with OpenX, OathandMobfox. Pixalate boasts of being the first company to get accredited by MRC for invalid traffic detection and filtration. Being a cross-channel fraud intelligence company working with publishers to prevent invalid traffic and improve ad inventory quality, their services are available across display, app, and video platforms.

4. DoubleVerify

DoubleVerify provides a medium to authenticate the ads by making sure ads are not only viewable,but also brand-safe and fraud-free. As claimed by DV, it filters out 99.7% non-human traffic and 99.5% of masked URLs. It has also been accredited by MRC for in-app SIVT detection and filtration.

DoubleVerify is already integrated with some large programmatic platforms like AppNexus, DoubleClick Bid Manager, SpotX, Oath, Yahoo!, to analyze the publisher platforms in real-time to drive only quality impressions to advertisers. Its comprehensive dashboard also provides all the details (both, graphical, and numerical) required by publisher yield managers to improve inventory quality.

5. Trust Metrics

Trust Metric provides more than 1500 variables for publishers to analyze, optimize, and categorize (to specific niche) their inventory across web and mobile to ultimately help them build a high-quality website. Not only will they compare your site with competitors, but they will also ensure brand safety, and everything required to maximize ad yield by avoiding ad fraud. Trust Metrics assigns scores to the websites after the first scan and also suggests methods to improve that score. Trust Metrics works with well-known brands, agencies, networks, and exchanges viz. MasterCard, RedBull, Resonate, and Merck, among others.

6. Forensiq by Impact

Forensiq by Impact was founded in 2010 to identify malicious activities and eliminate bad actors to ensure that only quality traffic was being driven to the publisher’s inventory. Its technology is equipped with machine learning to provide best in class bot-traffic identification. Which ensures better ad viewability, ad placement, and brand safety. Furthermore, it has been recently accredited by MRC for sophisticated invalid traffic (SIVT) detection and measurement; and ad viewability measurement.

When Do I Know I Need Ad Fraud Detection?

A 2018 Bad Bot Report investigated and found that around 21.8% web traffic comprised only of bad bots (non-human malicious traffic). It is therefore highly likely that your website is receiving some amount of bad bot traffic as well.

Bad Bot Report 2018

Image Source: GlobalDots.com

Since you are here to check a list of ad fraud detection companies, there is a good chance that you might have noticed some unusual activity on your own website. And given that the bot traffic is getting sophisticated day by day, detection is increasingly becoming harder.

In addition to bot traffic, there are other types of sophisticated ad fraud tactics such as ad injection, domain spoofing, click farms being carried out. As a publisher, these ad fraud detection companies can help run fraud-free inventory on your site to eventually woo buyers who are willing to pay a premium for such inventory.

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