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Ad Fraud

Fraudlogix Tech Integrated Into Advangelists’ Platform to Fight Ad Fraud and Emphasize Supply Quality

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Fraudlogix, an ad verification vendor, has partnered with Advangelists to provide technology to bolster the ad-tech platform’s fraud-fighting capabilities and ensure its advertisers quality inventory.

Advangelists has been on a mission to provide the ad tech industry with a single, seamless, easy-to-use programmatic platform that’s both transparent and fraud-free. Continuing with this mission, the operating system has integrated Fraudlogix’s technology to help minimize invalid traffic, monitor its inventory for low-quality sources, boost the performance of marketing campaigns, and eliminate bad players. Fraudlogix’s technology is used in conjunction with Advangelists’ proprietary anti-fraud tool AdCop™. Both are free features offered to advertisers using the platform.

“We believe that ad fraud hurts everyone in the ad tech ecosystem,” said Advangelists CTO Lokesh Mehta. “We are observing less than a one percent discrepancy using Fraudlogix’s pre-bid supply quality tools as a redundancy mechanism alongside our in-house AdCop tool. It’s a belt-and-suspenders strategy ensuring absolute confidence that our publisher and advertisers are protected from fraudsters.”

“Ad fraud protection is no longer a ‘nice-to-have’ feature of an ad-tech platform. Advertisers expect it and want to know that their marketing budgets are safe, but they shouldn’t have to go to multiple third-party vendors and pay extra for that protection,” said Fraudlogix CEO Hagai Shechter. “We’re happy to provide technology that Advangelists can integrate directly into their platform that will help protect campaigns at no additional cost for advertisers.”

Ad fraud has proven to be a multi-billion dollar problem for the digital advertising industry. Low-quality supply, fraud and lack of transparency have led brands to demand that the advertising technology industry take steps to better protect advertisers from bad actors who are using ad tech platforms for fraudulent schemes.

ABOUT FRAUDLOGIX

Fraudlogix (www.fraudlogix.com) is an online advertising fraud detection company founded in 2010 by industry veterans with a deep understanding of the digital ad ecosystem. It specializes in ad fraud solutions for desktop, mobile, in-app and video environments for the programmatic and affiliate spaces. Today, Fraudlogix monitors data from over 710 million unique users, 300+ million URLs and apps, and 1.2 billion unique devices monthly. Visit www.fraudlogix.com for more information.

ABOUT ADVANGELISTS

Advangelists (www.advangelists.com) was designed around the notion that advertising should be an amalgamation of great features and great usability, and all the tools needed should be in one single platform. The company’s proprietary machine learning algorithms deliver maximum results in fraud detection, campaign ROI, location behaviors and conversion data. Advangelists is committed to the continuous evolution of its AI-powered platform that will positively alter the advertising industry. Advangelists is a wholly owned subsidiary of Mobiquity Technologies, Inc. (OTC:MOBQ)

Fraud Lurks Below Your Floor

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Nearly 100% of Programmatic Media Below Floor Pricing is Fraudulent

Few media planners think about floor pricing when establishing their programmatic media buys.  And why should they?  Historically floor pricing has been a consideration only of the publishers who use a floor price to establish the minimum bid they would accept from demand side partners. We believe there might be a need to revisit floor pricing from the Advertisers perspective.

Recent observations captured from the Advangelists’ AdCop™ beta program exposed a concerning trend of near 100% fraud in instances of bids placed below publisher’s floor price.

Similar to a reserve bid price on eBay or other auction environments, all advertiser bids below the floor are rejected and the impression should remain unsold.  It was curious that we were even able to acquire impressions below the floor price which lead us to investigate the nature of these impressions.  We immediately observed a near 100% fraud rate, of spoofed publishers.

Two elements at play:

  1. Publishers don’t typically diverge their reserve bid floor prices for fear of driving costs down and commoditizing their available impressions.
  2. Media planners will inevitably seek to get the lowest price possible, programming Demand Side technologies with no understanding of fraud and no knowledge of the floor prices to continue bidding on basement inventory as their algorithms are trained to acquire lowest cost possible ad impressions.

Damaging Publisher Reputations

In many instances, a media planner becomes accepting of some level of fraud if it means demonstrating lower cost media buys for their clients.  But this can have a damaging effect on publisher reputations.

The planner’s crusade to save money for their brands is directly at odds with publishers who are fighting to keep their reputations intact. Many low bidding advertisers with third party fraud detection software will rush to blacklist premium publishers and supply partners based on the detection of even moderate levels of fraud. This leaves the supply side fighting to protect their reputation while simultaneously maintaining a hidden floor price to capture the highest yield for their ad inventory.”

We believe that if a media planner better understood the floor pricing demands of publishers, the industry could eliminate a significant amount of fraud from the open exchanges, without the need for blockchains, p-chains, or expensive third party solutions. DSP’s and SSP’s should work together to share bid guidance; informing each other of floor pricing to eliminate a large swatch of fraud that is prevalent in the system.

Mobiquity Technologies and Advangelists Release AdCop™ to Fight Ad Fraud

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MOBIQUITY TECHNOLOGIES’ ADVANGELISTS™ PLATFORM PROVIDES FREE BETA PROGRAM SEEKING TO FIGHT THE $19 BILLION DOLLAR INDUSTRY FRAUD PROBLEM

NEW YORK, January 24, 2019 (PR NEWSWIRE) — Mobiquity Technologies, Inc. (OTCQB: MOBQ), announces AdCop™, the advertising industry’s first transparent ad fraud reporting system to be made available free to brands and marketers as a beta testing program independent from Advangelists™.

Originally designed as a proprietary Advangelists platform feature, AdCop™ monitors for programmatic fraud post bid impression.  If AdCop™ suspects fraud, the Advangelists platform renders a blank page instead of an advertiser’s advertisement as a brand safety measure.  In addition, the platform’s comprehensive reporting provides advertisers and publishers full transparency and details around the fraud detected.

Historically, advertisers seeking to protect themselves would need to blacklist app publishers and web sites with even minor levels of fraud.  Removing these apps and web sites would inevitably hinder the size and scale of the advertiser’s audiences.  With AdCop™, a brand can continue to achieve campaign scale, but is inherently protected from having their ad display on a fraudulent site, or adjacent to unknown or unwanted content.

Premium publishers also benefit from AdCop™, knowing that fraud networks can not harm their reputation with brands seeking to protect themselves, or hinder their ability to capture ad revenue as brands build black lists.

“Fraud hurts everyone in the industry. We believe programmatic media should be fully transparent, from cost transparency through to fully understanding the nature of fraudulent activity within your advertising partners,” said Deep Katyal, CEO of Advangelists. “Other platforms will report on fraud at a group level, but AdCop™ goes further, reporting impression by impression the app, placement, and inventory source responsible for fraud. More importantly it enables brands to actively protect themselves.”

“The industry did a good job of cleaning up desktop programmatic fraud last year, but as mobile ad spend is growing at 20% in 2019, the fraudsters are staying ahead of the game by moving to mobile environments that are far more complicated to police,” said Brian Stoller, CMO of Mobiquity Technologies, and former media buyer. “We’ve observed some sectors of fraud growing at rates above 50%.”

“We believe so strongly in our product, that today, I’m excited to announce our free AdCop™ beta program,” continued Mr. Katyal. “Participating beta partners can monitor their ad campaign impression level fraud for free; they do not need to be a Client of Advangelists or purchase media through our platform.”

The Beta program is available without cost to every advertiser.  Beta monitoring participants will be able to access a dashboard to monitor fraud at an impression level.  Brands interested in participating can visit https://adcop.advangelists.com to register.

ABOUT MOBIQUITY TECHNOLOGIES (WWW.MOBIQUITYTECHNOLOGIES.COM)

Mobiquity Technologies, Inc. (OTCQB: MOBQ), is a mobile first, next generation, software-as-a-Service (SaaS) company for data and advertising. Through the Advangelists platform (www.advangelists.com), the company provides programmatic advertising technologies and precise mobile data insights on consumer behavior. We believe that advertising should be an amalgamation of great features, great usability and should have all the tools you need in one single platform.

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