17 May, 2016, 10:00 ET
-- Direct Integration with White Ops Technology Blocks Bots Before an Ad Is Served, Protecting Advertiser Budgets While Preventing the Growth of Criminal Activity --
NEW YORK, May 17, 2016 /PRNewswire/ -- Videology, a leading software provider for converged TV and video advertising, today announced the company has blocked more than 28 billion fraudulent bot requests through its advertising platform since integrating with White Ops, a pioneer in sophisticated invalid traffic detection and prevention, in May of 2015.
Delivering ads to those 28 billion bot requests would have resulted in approximately $553 million1 being delivered to organizations perpetrating non-human interactions on advertising placements2.
Through a direct integration with White Ops, Videology's platform is equipped with the most sophisticated, real-time bot and non-human activity detection and prevention solution in the market. White Ops deterministic technology identifies invalid traffic the first time it appears, pinpoints fraudulent traffic in all forms of media, and differentiates human from bot web browsing even from the same compromised machine.
"Marketers invest heavily in advertising because they know it drives results," said Scott Ferber, CEO and Founder, Videology. "When ads are delivered to bots, instead of humans, those results don't materialize. That's why we took a proactive effort in blocking bots prior to ad delivery. Refunding marketers for advertising that's never seen by humans doesn't accomplish their marketing goals."
"Our business success relies on driving conversions of booked hotel rooms," said Amy Bartle, Director of Media & Digital Marketing, La Quinta. "We need advertising campaigns that reach our target audience at the time when they're most likely to convert. Serving advertising on non-human inventory means missed opportunity."
In the last year, Videology's direct integration with White Ops has been leveraged by clients across more than 25 countries. By blocking bots before an ad is served, Videology saved its clients more than $8.5 million globally in the 12-month period.
"We take non-human traffic and bots extremely seriously," said Camilla Day, Director of Programmatic at PHD UK. "We know it is an area of ongoing concern for digital advertising and are proud of our industry leading low non-human traffic rates. It is important that our clients have complete confidence in the quality of media available digitally. Partnerships like this one between Videology and White Ops, are clearly making a substantial impact in reducing wasted impressions to non-human traffic."
"We applaud the leadership position taken by Videology in their aggressive work to reduce the profit window of criminals who are stealing from the digital ad ecosystem," said Michael Tiffany, Founder and CEO, White Ops. "The savings and optimizations that Videology and White Ops have realized for their customers have made a real difference and all marketers should demand this level of effectiveness."
"We can't sit idly by and let criminal organizations continue to collect money and degrade the value proposition of our industry. For digital advertising to continue to grow and prove worth, it's essential we build an ecosystem with quality, trustworthy inventory," added Ferber.
White Ops' "always-on" bot detection and prevention solutions are fully integrated with the Videology platform. The solution is available to leverage on any campaign, on any device, run through the Videology platform.
According to a study by White Ops and the Association of National Advertisers (ANA), advertisers will lose $7.2 billion globally to bots in 2016.
To promote industry education on this issue, Videology and White Ops released a whitepaper, "Eradicating Bot Fraud: The Path to Zero-Tolerance" in November of 2015, which revealed that the campaigns with White Ops bot blocking in place improved brand engagement rates by 22% more than the campaign with bots still present, at a cost increase of only 2%.
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.
About White Ops
White Ops is a pioneer in the detection of and systematic defense against bot and malware fraud, providing advertisers and enterprise businesses with the tools they need to eliminate fraud, raise their bottom lines and ensure the success of their campaigns and the security of their systems and data. White Ops' leading-edge technology combats criminal activity in a significantly different and more comprehensive way than any method currently on the market. White Ops differentiates between bot and human interaction in online advertising and publishing, enterprise business networks, e-commerce transactions, financial systems and more, allowing clients to remove and prevent fraudulent traffic and activity. By working with clients to cut off sources of bad traffic, White Ops makes bot and malware fraud unprofitable and unsustainable for the cyber criminals who ultimately profit from it -- an economic strategy that will eventually eradicate this type of fraud.
For more information, contact Landin King at [email protected] or 931-252-5472.
1 Based on a $19.77 CPM, 28 billion ad requests is equivalent to a total of $553,560,000 in spend.
2 According to Pathmatics, a technology company focused on providing transparency to the advertising industry, the combined average CPM of pre-roll video ads, across direct-sales and programmatic buying, was $19.77.
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