RAANANA, Israel, June 28, 2017 /PRNewswire/ -- DMG DSNR Media Group (http://www.dsnrmg.com/), a leading digital advertising company, this week launched BrandX, a new artificial intelligence tool that can prevent fraudulent traffic and predict the completion rates of video ads during programmatic advertising auctions.
The two most uncertain factors in video programmatic advertising are invalid traffic and brand awareness efficiency. As real-time auctions became commonplace, advertisers endured trial and error to adjust their bidding algorithms based on past rates. With machine learning, BrandX helps mitigate advertisers' uncertainty in milliseconds and adds transparency to real-time bidding. By working to block invalid traffic and predicting completion rates, BrandX offers advertisers the opportunity to raise or lower a bid accordingly.
BrandX tests the traffic originating from publishers on DMG's SSP and assigns a traffic risk score. The tool filters inventory through DMG's unique quality assurance engine, which results in 3% higher filtering. Using other tools like Forensiq and DMG's proprietary technology, many instances of fraudulent traffic are blocked. DMG's partners get high-quality, premium levels of clean traffic. The new features will be part of the bid request as extensions for the Open RTB protocol.
Tom Barkan, head of product management at DMG, says, "BrandX is helping us innovate the way we help our partners get the best results with our products. Machine learning algorithms in BrandX and the huge amount of data passing through our SSP help us to achieve this goal."
BrandX was first rolled out to select DMG development partners, such as San Francisco, California-based RLLCLL, a rising star in programmatic audience-based video exchange.
Rolan Reichel, CEO @ RLLCLL, says, "Partnering with DMG's SSP is part of RLLCLL's goal of bringing its advertisers the best inventory quality and keeping their brands safe."
DMG is a leading digital advertising agency, providing both direct and programmatic advertisers and publishers with data-driven solutions and patented technologies.
Gil Wilder Tekuzener
Marketing Executive, DMG
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SOURCE DMG DSNR Media Group