In an effort to combat malvertising, Rocket Fuel has launched a detection and prevention platform that uses Google Cloud Vision API to detect and reject problematic ad types. The new platform applies artificial intelligence (AI), data, blacklists, and anti-malware tactics to scrutinize ads.
In partnering with Google, the platform extends Rocket Fuel’s ability to identify and prevent ads that fail to render or click-through properly, as well as protect consumers against malicious intent.
The platform offers advertisers the ability to do text inspections via Google Translate, which automatically translates ad copy in 104 foreign languages to detect prohibited products and “click-bait” ads. When ads are flagged as suspicious, they are held for human review and typically turned around in a matter of hours, according to Rocket Fuel.
Randy Wootton, CEO of Rocket Fuel said the platform represents an example of how the company is focusing on its platforms business with offerings that appeal to brand marketers. “We’ve been working with Google for awhile and in our striving to provide more transparency and integrate with supply partners, this is another example of where we’re trying to partner with industry-leading companies to ensure we’re creating a safe place for brands to advertise.” Wootton said.
Rocket Fuel said it specifically built the platform to comply with requirements set by Google’s DoubleClick Ad Exchange (AdX). After rolling out with AdX, the platform was made available to all of Rocket Fuel’s inventory partners.