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Xaxis clamps down on ad fraud

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WPP programmatic media and technology platform Xaxis has launched Xaxis Prime, aiming to address ad fraud and garner human viewership for advertisers’ digital brand campaigns.In a statement, Xaxis says that this was developed to address the “proliferation of fraudulent tactics dragging down the reliability of open exchange inventory”. Xaxis Prime said that the product will extend beyond pre-bid analysis and post-campaign blacklisting to identify and block robot traffic and suspicious sites as campaigns are running.Xaxis Prime combines the company’s existing fraud prevention safeguards with several new technologies, including a proprietary, human verification tool. This tool, fueled by internal and partner technology from Adara, Solve Media and Moat, enables Xaxis to create proprietary audience segments of visitors who have answered, completed transactions or demonstrated specific human behaviors such as creative engagement and social sharing.These segments are then cross-referenced in the Xaxis data management platform (DMP) against pre-bid impression evaluations and post-bid analysis of traffic metrics providing the highest assurance of human traffic in market today.At rollout, Xaxis Prime delivers a no-fraud guarantee across the Xaxis Marketplace consisting of the premium publishers with integrated third party verification provided by Integral Ad Sciences.  In addition to the proprietary human verification tool, Xaxis Prime guarantees 90% viewability, 95% Brand Safety and includes ongoing audits of all inventory, pre-bid impression evaluation,  post-campaign reporting to validate inventory and audience that was acquired.“Xaxis Prime represents the next step in our ongoing efforts and investment to combat digital ad fraud and ensure our clients achieve the highest possible real performance,” Larry Allen, SVP of business development at Xaxis said.  “Ad fraud is an international problem impacting both advertisers and publishers.  With Xaxis Prime, brands get a simple and powerful guarantee for their digital brand advertising across the top premium publishers.”

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