DoubleVerify is a leader in fraud detection and prevention throughout the digital advertising industry. In a recent announcement, they have confirmed that they have a new video quality solution that has been shown to effectively fight non-human traffic related to video ads. It is said to significantly improve on the ability of their systems to detect and block non-human traffic from many types of video ads.
This is the latest move from DoubleVerify in their ongoing quest to keep up with, or even a step ahead of the bad players in the industry. Bots are able to mask their identity with ever changing strategies that are often hard to keep up with. DoubleVerify claims, however, that this new service is able to keep up with the rapid changes by using sophisticated algorithms that can pinpoint bots and other non-human traffic.
In a beta test of the solution, Tremor Video (a leading video ad platform) began using this new system and has reported that they are very impressed with the results. They found that the system was able to virtually eliminate all non-human traffic from their platform.
David Cooper, Tremor Video’s Director of Network Quality said, “Tremor Video has long been focused on building a premium video marketplace, providing our clients with the highest quality environments, the most effective placements and complete transparency around what’s working and why. While individual campaign results may vary, in our first month of using the new implementation of DV bot fraud detection, their post-buy data shows that we’re already seeing less than 1% bot traffic across all managed and self-service campaigns.”
In an industry where fraudulent traffic can often be well over 25%, this is a huge improvement. Of course, it is still early and it will take time and more use to determine just how effective it can be, but all the early signals are very promising. Another challenge ahead for DoubleVerify will be seeing how the bad actors in the ad world try to adapt to this new system.
Whatever happens, however, this is certainly a great advancement in the ongoing battle against bots and other digital ad fraud.
