MetaX Introduces adChain Audits to Help Clients Detect and Reduce Fraud in Digital Campaigns
LOS ANGELES (PRWEB) February 21, 2019 -- MetaX, an independently-owned blockchain company dedicated to fighting digital ad fraud, introduces adChain Audits, a new product offering that leverages machine learning and human expertise to detect and neutralize the impacts of fraud in digital advertising campaigns. By measuring the validity and authenticity of each supporting channel, adChain Audits ensures marketers reach intended audiences and optimize their supply chain.
MetaX is known for developing the first Token-Curated Registry of community-approved publishing sites launched on the Ethereum blockchain, the adChain Registry. MetaX, in keeping to the spirit of transparency that blockchain technology engenders, shares campaign data with each adChain Audits client and operates in an open-book fashion.
Complete, supporting data - Ken Brook, CEO of MetaX, articulated the company’s commitment to transparency in this way: “Our platform and methodology offer the right blend of technology and human capabilities. We present supporting evidence on the types of fraud impacting our client's campaigns, allowing them to take appropriate action. There’s no black box, just the data, and we’re letting the data tell the story.”
Independent audit process - Dr. Augustine Fou, Independent Cybersecurity and Ad Fraud Researcher who worked with MetaX to develop the adChain Audits service, explains, “most ad fraud today is not done by bots anymore. Think mobile. The millions of impressions caused by rogue flashlight and keyboard apps, for example, pass through current detection methods. But when you have detailed data and an audit process to analyze it, we catch the fraud that is still getting through. This is what real transparency means.”
The SVP of Media of a global cosmetics company said, “We like the control that the audit process gives us since fraud is not strictly black or white. There was a case in which we bought media directly from a publisher who was also buying traffic. We didn’t want to turn them off completely, but armed with this analysis, we improved our media further by avoiding the inventory coming from sourced traffic. This improvement would not have been possible if the fraud detection technology had decided what to do for us.”
Live fraud reduction - When clients are able to review the data themselves and recognize what is fraudulent, they can have their agency turn off the offending domains and apps while their campaigns are still running. Compared to post-mortem fraud reporting, live mitigation means more money is spent immediately on impressions seen by actual people, not bots.
adChain Audits partners are already seeing measurable impact from turning off fraudulent sites and apps while campaigns are still active. Recent research with a leading entertainment studio uncovered fraudulent sites that bypassed IVT detection tech. Several discoveries of sites misrepresenting their inventory were removed, including instances where social referral traffic was deliberately faked. These findings contributed to a cleaner supply chain, and as a result, within three weeks of applying MetaX’s methodology, the company reduced the client’s fraudulent bot traffic from 20% to 1% and fraudulent site traffic from 14% to 3%.
“MetaX developed adChain Audits because existing fraud detection tech alone was not enough to protect clients’ digital investments,” continued Brook. “The combination of machine learning and trained auditors who conduct an in-depth analysis of complete data sets means we actually help clients catch and better understand the hidden fraud that is still impacting their campaigns.”
For more information about adChain Audits and other media inquiries, please contact Nikki Brown at Melrose PR nikki(at)melrosepr(dot)com or call (310) 260-7901.
About MetaX
MetaX leverages Web 2.0 and blockchain technology to design real-world advertising solutions that elevate digital media standards and establish a transparent ecosystem. MetaX developed the adChain Registry, the first Token-Curated Registry to be launched on Ethereum. The adChain Registry is a decentralized database of community-approved premium digital publishers. adChain Audits is a MetaX product with consultative services, offering scalable ad fraud solutions that provide in-depth digital campaign analysis from accredited auditors.
Nikki Brown, Melrose PR, https://www.melrosepr.com/, 3102607901, [email protected]
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