Adobe declares its data scientists have found the solution to tackle ad fraud
Adobe has unveiled a host of technologies that it is currently working on in its research and developments labs, including tech that can distinguish real humans from bots in an ad fraud context.
The technologies were unveiled by Saturday Night Live host Leslie Jones on day two of Adobe Summit during summit sneaks.
The beta projects include ‘Perfect Path’, which helps brands customise their customers’ journey using Adobe's artificial intelligence platform Sensei, ‘Video Ad AI’ to improve advertisers’ video ad performance through predictive performance modeling and recommendations, ‘Launch It’ to help marketers to measure the effectiveness of campaigns and ‘Master Plan’, which will tap Adobe Sensei to help marketers build overall customer experiences faster.
More significantly, the company claims its data scientists have discovered the solution to tackling ad fraud by finding a way to distinguish real humans from bots.
According to Adobe, data scientists used certain sets of users who are reliably ‘human’, such as customers who are logged into financial websites. They then ran advanced machine learning models on this specific data set of users, which gave them data sufficient data to map which portion of web traffic is human versus bot-based.
The technologies were unveiled by Saturday Night Live cast member Leslie Jones on day two of Adobe Summit during Summit Sneaks, the annual segment that peeks into emerging technology.
Jones was her usual comedic self, making fun of the presenters and asking questions such as, “Photoshop...they still have that?"
The past few days of the summit also saw Adobe announcing the integration of its advertising software with its Creative Cloud, as well as the extension of its partnership with Microsoft into China.