Blinkx looks to eradicate bot traffic with fraud detection partnership
Blinkx, the internet media platform that connects consumers with brands, has partnered with fraud detection company Forensiq as it looks to ensure brand ads on its site are being viewed by real humans.
In what the company is calling a “market-first move” Blinkx has implemented Forensiq’s technology and processes to enable it to combat fraud in real time, following on from recently announced partnerships with Integral Ad Science and Nielsen, to monitor audience and viewability.
Donald Hamilton, UK senior vice president of advertising at Blinkx said that the industry should treat viewability, brand safety and fraud detection as separate elements to improve performance to advertisers.
“Our goal in fraud detection is not simply to identify if and how much we are exposed, but also what measures we can take to eradicate suspicious traffic in real time. We are extremely pleased with the progress we have made since implementing Forensiq and our other two world-class verification partners.
“Most importantly, we are encouraged by the positive response from our advertisers regarding the steps we have taken, and the results we are achieving.”
The technology works by identifying sources of fraud across multiple digital channels using its global forensic intelligence database, which captures IP and device information.
Forensiq can then vet the source of every visitor and determine if they have committed any suspicious activity previously.
It can also unmask compromised or hijacked computers, and botnets, which are being used to generate fake impressions, clicks and conversions.
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Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and...