AdTheorent, which is a data-driven mobile advertising company, has officially announced that they are implementing a comprehensive new anti-fraud infrastructure into their platform. The system will allow the company to deliver ‘truly clean’ mobile supply for advertisers. This means they believe they have made it so they can eliminate all the fraud from their systems, which is quite a bold statement.
The system uses machine learning and statistical analysis techniques to help identify a variety of different types of anomalies and aberrational behavior that could impact publisher inventory. At the same time, they will conduct qualitative reviews on the various mobile sites and apps that are in their network to further weed out troubled properties.
James Lawson, AdTheorant’s Managing Partner & Chief Legal Officer, said of this new product, “Ad fraud undermines advertiser confidence in the efficacy of mobile advertising, thus we have made a significant infrastructural investment to offer our advertisers supplemental protections that simply don’t exist in the broader market. Fraud detection solutions are en vogue at the moment, but our strategy is not to re-skin existing third party verification offerings, which have limitations. Instead, AdTheoent data scientists and software developers continue to innovate towards both data-driven and qualitative solutions that will advance mobile advertising to its next phase.”
Using terabytes of data that they collected they are able to quickly identify artificial and non-human behaviors and traffic patterns that are most likely fraudulent in origin. They can also identify traffic sources coming from proxy servers, which are often illegitimate as well. Eliminating these types of traffic can help improve the overall quality of the properties where their ads are running.
While they will still need to prove their system in the ‘real world’ it does show some promise and they seem confident that it will greatly help their advertisers.
