The Media Trust has launched its Digital Threat Intelligence (DTI), a real-time threat intelligence feed of information on Web-based malware attacks.
The company, which provides ad
verification and malware detection among other services, said the new tech offering will use its 24/7 monitoring that focuses on compromised third-party Web site code and ads. The service is available
via API (application program interface) or directly on The Media Trust's Web-based interface.
The product kicked off the same day the Interactive Advertising Bureau and Ernst & Young
announced the U.S. digital advertising industry is losing $8.2
billion a year due to fraudulent impressions, infringed content and costs associated with malvertising.
During a webinar yesterday, Sherrill Mane, senior vice president of analytics
and measurement at the IAB, said the organization will work with members across the ecosystem to address issues of fraud. “This is not something that only the IAB and only the IAB members can
tackle,” she said. “We need the marketers. We need the agencies.”
Chris Olson, CEO and co-founder, The Media Trust, noted that Web-based malware
isn’t specific to online and mobile advertising, but rather a problem for any site using third-party content or services. He added that many ad exchanges, networks, publishers and media buyers
will continue to focus on mitigating and preventing malware in ads and third-party content, and that the industry should continue to improve the quality of the ads and third-party content running
through online and mobile ecosystems.
"Given the large number of parties involved in serving an ad, a rigorous quality assurance process needs to be injected into each step of the ad
execution chain," Olson said.