Online video search and monetisation firm blinkx has teamed up with fraud detection specialist Forensiq to combat fraud in real time.
The companies believe that fraud in digital advertising is both increasing and has ramifications across the video ecosystem affecting agencies, publishers, media owners, intermediaries and ad technology vendors. By making what it calls a market-first move by implementing Forensiq's technology and processes in a unique way, blinkx says that its goal is not to simply identify if and how much fraud people are exposed to, but also to suggest measures to take to eradicate suspicious traffic in real time.
"We look at verification as not just a 'viewability' piece, but a combination of three very separate elements that include ad viewability, brand safety and fraud detection," explained blinkx's UK SVP of advertising Donald Hamilton. "As an industry, we must treat each of these elements differently and ensure we have the best tools in place to identify how we can improve our value proposition and performance to our advertisers. We are extremely pleased with the progress we have made since implementing Forensiq and our other two world-class verification partners. Most importantly, we are encouraged by the positive response from our advertisers regarding the steps we have taken, and the results we are achieving."
Added Forensiq managing director Erol Soyer: "This partnership complements the innovative and unique approach blinkx have adopted to proactively eradicate suspicious sources of traffic, rather than analyse what happened after the event. This partnership showcases both our platforms' capabilities, and also shows how seriously blinkx takes the integrity of digital as a channel to market."
