Ad technology company Pixalate on Wednesday announced the launch of a real-time fraud blocking technology. The ad tech company is looking to help marketers save some of the expected $11 billion that could be lost to ad fraud this year.
Pixalate detects fraudulent ad requests on real-time bidding (RTB) exchanges. Ad quality has been an ongoing area of concern on exchanges.
If a fraudulent request is detected, Pixalate blocks the ad request before calling to the ad server. This is important because it means the technology stops the ad from being served in the first place, rather than reporting back after the fact to note that fraud had occurred.
The technology relies on ad tags and pixels, meaning advertisers and publishers must first “tag” their ads or inventory in order for Pixalate’s fraud detection to work.
Amazon, TripAdvisor, and Orange Telecom are brands that have been using the new technology framework.
"Block fraud" photo from Shutterstock.