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Fraud-prevention in the programmatic ad ecosystem
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Ocean ✓ Minor ✓ Communications ✓ Southern ✓ CustomFields1 ✓ Indian ✓ Caicos ✓ Manager ✓ Resource ✓ Fyber ✓ CustomFields4 ✓ Programmatic Summary:
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- On the other hand, Pixalate helps Fyber track strange patterns or behaviors post-bid, in order to ensure that ads only run on premium sites and apps.
- Post-bid verification is the combination of human and machine-based analysis that helps track strange patterns or behaviors to ensure that ads only run on premium sites and apps, and that interactions are real.
- Ops four years ago, moving into Support Operations and taking care of integration projects such as Salesforce Cloud later on.
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What are some of the programs and partnerships that Fyber has in place? We are proud of our new partnerships with Forensiq and Pixalate, two of the industry's leading traffic quality and verification providers. With pre-bid programmatic traffic monitoring through Forensiq, all of Fyber's inventory is graded before any ad request converts into an impression. On the other hand, Pixalate helps Fyber track strange patterns or behaviors post-bid, in order to ensure that ads only run on premium sites and apps. In addition to these third-party verifications, Fyber's Fraud Prevention team also provides 24/7 traffic quality monitoring through a combination of human and machine-based analysis in order to preserve inventory quality within the entire Fyber stack. What is the difference between pre-bid and post-bid verification? Pre-bid verification entails sophisticated machine-learning techniques that grade the inventory before an ad request is sent to the DSPs for bidding. Post-bid verification is the combination of human and machine-based analysis that helps track strange patterns or behaviors to ensure that ads only run on premium sites and apps, and that interactions are real. How does Fyber hold other members of the ecosystem to similar high standards? It really comes down to education. At Fyber, we are regularly in discussion with our networks and publisher partners on what standards we have, what we expect from our partners, and we make sure to share best practices. We also set the bar high for our app publisher partners. Our selection process for partners is strict and it is something that we see as necessary in order to create an honest marketplace. For app publishers, we ask for proof of SDK integration, test the quality of the traffic, and we test every app that goes live with us. On the programmatic side, we review every single site and application before it goes live. We require our partners to work with third party verification tools so that they feel responsible for the quality filtering as well. We measure our partners using such indicators as quality of their traffic or fill rate numbers. Therefore, the more they can filter on their end, the more beneficial it will be for their numbers as well. How long have you worked in ad tech and fraud prevention? What changed in the ecosystem in that time? I started in AdOps four years ago, moving into Support Operations and taking care of integration projects such as Salesforce Cloud later on. Then my career path took me into Ad Quality and Malware Detection, which is how I got interested in the topic of publisher fraud detection and prevention. The primary change I've witnessed is that fraud tactics have become more advanced.
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