OpenX, a global leader in web and mobile advertising technology, today
announced the next generation of its proprietary Traffic Quality
Platform, a significant advance in its ongoing campaign to eliminate
fraud in programmatic advertising. For the first time in the industry,
OpenX’s new system enables an exchange to have the earliest possible
look at publisher inventory and extends fraud detection techniques to
the browser.
The new features, uniquely leveraging OpenX’s direct tag integrations
with publishers, build upon OpenX’s existing platform, which detects and
blocks suspicious activity mainly through big-data analysis involving
the gathering and evaluation of vast amounts of transaction data. The
end result is a fully integrated platform that addresses all major risk
factors for advertisers through a combination of rigorous human review
and sophisticated automated systems.
Widely recognized for the quality of its inventory, the OpenX Ad
Exchange was recently recognized as number one in inventory quality in
Pixalate’s Global Seller Trust Index for the third consecutive month. In
addition to receiving the number one ranking in inventory quality, OpenX
tied for the top overall score. The Global Seller Trust Index is the
industry’s first comprehensive Real-Time Bidding (RTB) quality rating
standard.
“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,” said John
Murphy, vice president, Marketplace Quality, OpenX. “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.”
“It takes vigilance, discipline and resources to stay one step ahead of
a highly motivated and adaptable adversary with regard to fraud,” said
Qasim Saifee, senior vice president, Monetization Platform, OpenX.
“We’re constantly engaged with our customers to ensure we address their
top priorities. High quality inventory is consistently at the top of
their list. With this system, advertisers and their representatives can
continue to buy through the OpenX Exchange with confidence.”
Traffic quality, which serves as an umbrella term for a host of related
topics such as fraud, bots, URL masking and viewability, is a focal
point for buyers and sellers in 2015. A lack of confidence in quality
and security of ad exchanges can have significant revenue implications.
Tellingly, a recent White Ops and ANA study found ads bought through
programmatic channels were 55% more likely to be served to bots than
display ads purchased through other channels. It is estimated that
advertisers could lose more than six billion dollars globally to ad
fraud in 2015. OpenX’s latest traffic quality innovations further enable
the company to address these concerns by providing a cleaner, more
secure and transparent marketplace.
“Rocket Fuel takes marketplace quality extremely seriously,” said David
Skinner, vice president Global Partnerships, Rocket Fuel Inc. “OpenX is
a valued partner that maintains a high quality marketplace. OpenX
innovates and works to prevent, in real-time, bad actors from
compromising marketplace integrity. It is a constant battle and we’re
glad to have OpenX aligned with our high standards.”
About OpenX
OpenX exists to help publishers grow their businesses by monetizing
great content. We do this by creating highly efficient, high quality
programmatic advertising marketplaces that deliver optimal value to all
buyers and sellers of digital advertising.
Today, OpenX operates one of the largest, most efficient and highest
quality programmatic markets in the world. Our single stack system also
encompasses a complete supply side platform powered by the unique OpenX
Demand Fusion technology that merges network and Real-Time Bidding, and
a comprehensive ad server.
Contacts
OpenX
Brianna Gays, 212-933-9080 x3032
or
Tiffany
Collins, 212-933-9080 x3034
Press@OpenX.com
Copyright (2015) Business Wire.
All Rights Reserved.
Article source