2015-03-23

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.

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