-- Direct Integration with White Ops Technology Blocks Bots Before an Ad Is Served, Protecting Advertiser Budgets While Preventing the Growth of Criminal Activity --
Videology , a leading software provider for converged TV and video advertising, today announced the company has blocked more than 28 billion fraudulent bot requests globally through its advertising platform since integrating with White Ops, a pioneer in sophisticated invalid traffic detection and prevention, in May of 2015.
Delivering ads to those 28 billion bot requests would have resulted in approximately $553 million USD[1] globally being delivered to organisations perpetrating non-human interactions on advertising placements[2]. Of the 28 billion, over 100 million[3] of those blocked bot requests were within the APAC region - Australia, South East Asia (SEA) and South Korea, since the APAC integration launch in August 2015, equivalent to a $1.97 million USD saving in wasted ad spend.
Through a direct integration with White Ops, Videology's platform is equipped with the most sophisticated, real-time bot and non-human activity detection and prevention solution in the market. White Ops deterministic technology preventatively identifies invalid traffic the first time it appears, pinpoints fraudulent traffic in all forms of media, and differentiates human from bot web browsing even from the same compromised machine.
"Marketers invest heavily in advertising because they know it drives results," said Scott Ferber, CEO and Founder, Videology. "When ads are delivered to bots, instead of humans, those results don't materialise. That's why we took a proactive effort in blocking bots prior to ad delivery. Refunding marketers for advertising that's never seen by humans doesn't accomplish their marketing goals."
Videology receives billions of ad requests per day. Of the total ad requests we saw throughout the past 12 months, 28 billion were deemed non-human/fraudulent and were blocked. Importantly this is after other white- and black-listing tactics and vetting that is conducted in addition to the White Ops preventative blocking integration.
Current demand campaigns over the past 12 months required a fraction of the total ad requests received. Based on actual campaign demand from our platform customers over the last year, Videology saved its clients more than $8.5 million USD globally in the 12-month period - over $200,000 USD across the APAC region since August 2015, by blocking bots before an ad is served. Videology's direct integration with White Ops is currently being leveraged by clients across more than 25 countries.
"We applaud the leadership position taken by Videology in their aggressive work to reduce the profit window of criminals who are stealing from the digital ad ecosystem," said Michael Tiffany, Founder and CEO, White Ops. "The savings and optimisations that Videology and White Ops have realised for their customers have made a real difference and all marketers should demand this level of effectiveness."
"We can't sit idly by and let criminal organisations continue to collect money and degrade the value proposition of our industry. For digital advertising to continue to grow and prove worth, it's essential we build an ecosystem with quality, trustworthy inventory," added Ferber.
White Ops' "always-on" bot detection and prevention solutions are fully integrated with the Videology platform. The solution is available to leverage on any campaign, on any device, run through the Videology platform.
According to a study by White Ops and the Association of National Advertisers (ANA), advertisers will lose $7.2 billion USD globally to bots in 2016.
To promote industry education on this issue, Videology and White Ops released a whitepaper, " Eradicating Bot Fraud: The Path to Zero-Tolerance " in November of 2015, which revealed that the campaigns with White Ops bot blocking in place improved brand engagement rates by 22% more than the campaign with bots still present, at a cost increase of only 2%.
About Videology
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.
About White Ops
White Ops is a pioneer in the detection of and systematic defense against bot and malware fraud, providing advertisers and enterprise businesses with the tools they need to eliminate fraud, raise their bottom lines and ensure the success of their campaigns and the security of their systems and data. White Ops' leading-edge technology combats criminal activity in a significantly different and more comprehensive way than any method currently on the market. White Ops differentiates between bot and human interaction in online advertising and publishing, enterprise business networks, e-commerce transactions, financial systems and more, allowing clients to remove and prevent fraudulent traffic and activity. By working with clients to cut off sources of bad traffic, White Ops makes bot and malware fraud unprofitable and unsustainable for the cyber criminals who ultimately profit from it -- an economic strategy that will eventually eradicate this type of fraud.
For more information, contact Rikki Webster at rwebster@videologygroup.com.
1 Based on a $19.77 USD CPM, 28 billion ad requests is equivalent to a total of $553,560,000 USD in spend.
2 According to Pathmatics, a technology company focused on providing transparency to the advertising industry, the combined average CPM of pre-roll video ads, across direct-sales and programmatic buying, was $19.77 USD.
3 Based on a $19.77 USD CPM, 100 million ad requests is equivalent to a total of $1,977,000 USD in spend.
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