The programmatic ad industry is obsessed with the invisible. It runs on software and data that floats somewhere in “the cloud.” The servers that act as the brains behind it all are tucked away in “data centers.”
Putting everything behind the scenes and on autopilot allows marketers to focus on what they say they do best. You know, buzzwords like “strategy” and “creativity.”
But veiled threats exist, too.
In a bid to combat ad fraud, Pixalate is turning toward actual hardware. The ad tech firm this week introduced the wordy “Pixalate Security Threat Intelligence Dome,” a hardware appliance that cuts off suspicious activity before it reaches the exchanges or networks. The new offering comes out several months after Pixalate unveiled its fraud blocking technology.
Per a release, the hardware keeps tabs on “IP reputation,” identifies URLs associated with malware of phishing activity (and blacklists them, along with bots), and identifies proxies, such as TOR nodes or network gateways that are used to hide real IP addresses. All of this is meant to clean up the supply -- not by finding bots that exist in the supply, but by not letting them enter the pool in the first place.
Pixalate’s tech is the latest in a string of recent innovations in the fraud fighting field. Last week, Are You A Human introduced its human whitelist, which verifies humans instead of blacklisting bots. Earlier this week, PubMatic struck a partnership with Integral to give buyers more control over the risks they’re willing to take with suspicious activity. This month also saw AdTheorent introduce its own fraud detection tech for mobile and AppNexus broaden the steps it's taking to fight fraud.
Pixelate is also offering its new hardware appliance in “virtual form” -- also known as the most hyperbolic way to say “software.”