Smaato, the leading global mobile ad exchange, Wednesday unveiled a new fraud detection engine that tackles click fraud and low-quality ads, two of the biggest challenges facing marketers and publishers alike in the online and mobile advertising market. Deploying artificial intelligence and auto-learning technology, Smaato's fraud detection engine ensures a seamless experience for users of online content, while maximising revenues for publishers and delivering the marketing goals for marketers.
The provider of a mobile real-time bidding (RTB) marketplace said that traffic fraud costs advertisers losses that run in billions of dollars, with US$11billion lost last year alone, while fraudulent advertising which comprises damaging ads such as those that are low quality, illegal or auto-redirecting, dramatically impair the quality of experience for visitors online.
In its statement, Smaato said that as opposed to other platforms which use third-party partners to manage the quality of publisher inventory, Smaato deployes its own industry-leading internal algorithm for fraud inspection as part of its Smaato Publisher Platform (SPX). The platform ensures that advertisements receive true traffic and fraudulent ads are filtered out and via its machine learning technology, analyzes data and extracts fraud patterns, in real-time as they happen.
Ragnar Kruse, CEO, Smaato
Fraudulent advertising is a plague on the mobile advertising industry and as it grows at unprecedented levels, we challenge ourselves to ensure we only have genuine users and clean ads in our system. It’s crucial that all partners in the ecosystem continue to evolve and innovate around both ad quality and fraudulent traffic, instead of pushing it aside in the name of a short-term increase in business, which allows fraud to proliferate and affect the quality of our ecosystem overall.
