Bearskin ensures brand safety, viewability and programmatic fraud detection
London, UK – Adform, (www.adform.com), the premier ad tech partner for US and European media agencies, trading desks, advertisers and publishers, today announced the launch of Bearskin, a state-of-the-art fraud detection solution that protects the full breadth of Adform’s programmatic solutions, including its demand-side platform and publisher private marketplaces.
A proprietary human verification tool inspired by the open-source project Honey Pot, Bearskin leverages an anti-fraud algorithm that protects programmatic traffic against botnets, ad insertions, ad re-directs, OS hacking and other nefarious behavior. It also exceeds the industry’s viewability standard by detecting if actual humans saw the ads, and if so, for how long. It also overcomes the challenges of measuring viewability posed by iFrames.
The output for the Bearskin algorithm comes from Adform’s Fraud Intelligence Database, which collects data on every ad run across the Adform platform. The output is leveraged by Adform’s programmatic solutions and reporting system, and all data is available in the pre-bid.
“We expect that marketers will see better results for both brand and performance campaigns as fraud often comes from long-tail, bad quality sites with low CTR, engagement rates and CPMs. We also anticipate an increase in CPMs, as more premium inventory will be bought. However, advertisers shouldn’t necessarily expect an increase in cost-per-click for a very specific reason. Our data shows that when purchasing higher-priced inventory, CPCs remain stable. In this respect, buying high CPM placements benefit both the publisher and advertiser,” said Martin Stockfleth Larsen, CMO of Adform. “This announcement offers an additional benefit to publishers who use Adform private marketplaces, since we can now proactively inform them of unexpected traffic from specific placements and sites.”
About Adform
Adform is a premier partner for media agencies, trading desks, advertisers and publishers, offering the world’s only programmatic brand-led media platform to support all aspects of multi-screen brand advertising. Adform’s end-to-end ad tech stack closes the loop by integrating media planning, buying, optimization and reporting into one place covering full-featured Demand Side Platform, Rich Media and Ad serving. Adform was established 2002 in Denmark and now has offices in 15 countries including the US, United Kingdom, Germany, Sweden, Denmark, Norway, Finland, Spain, Italy, Netherlands, Belgium, Czech Republic, Poland, Lithuania and Belarus.
