- 9 December 2016 04:01
Mars Media fights Ad Fraud with latest tech from Protected Media
Dec 8 2016 - Protected Media, a global provider of digital advertising solutions that improve media quality, announced today that Mars Media Group has selected Protected Media’s multi-layered ad protection technology to improve the quality of online advertising campaigns. Protected Media’s solutions enable buyers and sellers of digital advertising to maximize the visibility of advertising and eliminate invalid traffic that generally comes from botnets. By providing information at the granular level about the source of malicious traffic, Protected Media enables agencies to work with publishers to improve overall quality of ad traffic providing a better return on investment for online advertising budgets.
The World Federation of Advertisers, whose members include McDonald’s, Visa and Unilever, warned last month that between 10 and 30 per cent of online advertising slots are never seen by humans. Advertisers pay for these ‘views’ even though they don’t reach their target audience.
Protected Media’s solution uses technology and sophisticated methods from cybercrime investigations including active machine interrogation, bot profiling, and bot dissection to uncover the source of fraudulent ad impressions. The actionable data provides a high level of detail that can pinpoint exact problem areas, enabling the elimination of invalid traffic without sacrificing legitimate clicks and views. Cruder methods can sacrifice legitimate sources of traffic due to an inability to distinguish between legitimate and invalid traffic served from the same publisher.
“Our previous ad fraud solution did not provide us with information about where the bad traffic was coming from, so we had no way to respond to reports of fraudulent traffic”, said Yaniv Atoun, Head of Video from Mars Media Group. “Protected Media’s technology gives us in-depth information at the impression level that we need to diagnose problematic traffic so we can work side by side with publishers to identify and eliminate suspicious activity to dramatically increase over-all ad quality.”
“Online ad fraudsters are becoming more and more sophisticated, and the strategy of cybercrime busting methods combined with in-depth granular reporting is the best way to keep one step ahead”, said Asaf Greiner, CEO of Protected Media. “By providing the tools to continuously improve the value of online traffic, all the players in the online ad industry can collaborate to bring back faith, trust and value in online advertising.”
Press Contact: Wes Rogers e: firstname.lastname@example.org (UK): +44 020 3287 3262 (US): 404 969 6849
ABOUT MARS MEDIA GROUP
Mars Media Group provides internet technologies, performance marketing, social media, mobile advertising and affiliate marketing to publishers and advertisers who aim to achieve top-quality results. Utilizing the most powerful media channels and tools available MMG constantly adapts and optimizes ad serving methods to deliver superior results.
ABOUT PROTECTED MEDIA
Protected Media’s solutions enable buyers and sellers of digital advertising to ensure that display mobile and video ads are properly located, visible, and seen by real people. Protected Media’s technology provides in-depth information at the impression level to detect problematic traffic so agencies can work side by side with publishers to identify and eliminate suspicious activity to dramatically increase over-all ad quality.
For more information, visit Protected Media.