Page 28 - AeM_June_2018

TECHNOLOGIES & PRODUCTS

AppNexus expands inventory quality

initiative and introduces Guaranteed Views

AppNexus just announced a partnership with the These problems have persisted because the
cybersecurity company White Ops to shut down the sophistication and scale of fraud continues to grow
flow of advertising dollars to cybercriminals. AppNexus rapidly while companies across the digital advertising
adopts White Ops’ technology layer to power pre-bid ecosystem use different detection methodologies that
fraud prevention across the AppNexus Marketplace vary widely in effectiveness and slow down
and extend its in-house Inventory Quality team’s focus collaboration. Most of these solutions are built or
to include advanced research on emerging challenges incentivized to detect traffic after it has been
like hate speech and “fake news” and formats like transacted.
video and native.
“The fight against malicious botnets is about winning an
“The only way to end digital ad fraud outright is to asymmetric economic warfare,” said Sandeep Swadia,
change the economic incentive system,” said Brian CEO, White Ops. “Bot operators invest heavily in
O’Kelley, CEO, AppNexus. “By adopting White Ops’ imitation and evasion techniques to perpetrate mass
industry-leading prevention and detection technology, exploitation through ad fraud and information
we can leverage our marketplace scale to cut bad manipulation. That’s why AppNexus, with its breadth
actors off from their revenue before – not after – they and presence across the web, is an important partner
have defrauded the advertiser. We’re making this the in this good fight. Our joint mission is to strike at the
default standard on the AppNexus Marketplace, and heart of the ad fraud by shutting down the flow of
hope others will follow suit to make ad fraud punitively dollars to fraudulent criminals. This broad
expensive for criminals to pursue.” counteroffensive will be good for the ad industry and
good for the entire internet.”
Currently, bad actors employ various techniques to
siphon advertising dollars away from legitimate AppNexus announced in addition the launch of
publishers, such as creating sites that are solely Guaranteed Views, a marketplace product that
designed to generate advertising revenue. changes the way advertising is bought and sold on the
Cybercriminals may also generate traffic and sell it to open internet. Guaranteed Views enables marketers
digital publishers, which is the fundamental failure of and agencies to pay only for ads that are measured as
the digital advertising supply chain: if traffic looks viewable and is, according to AppNexus, the first
human and eludes detection systems, it drives programmatic product that enables 100% viewable
revenue for both the publisher and the bad actor.

28 June 2018 - Mobile & Video Marketing