TEL Detective - The Exchange Lab Media Transparency and Fraud Management System

TEL侦探将研究和开发一个原型系统，用于检测和防止程序性媒体欺诈，并清除无效的在线广告位置。网络广告现在已经超过了平面广告和程序化媒体，即计算机系统自动购买并在电子目标网页上投放广告，这是广告发展最快的领域。然而，领先品牌越来越担心广告投放不当、浪费和故意欺诈的风险。交换实验室（TEL）使用其技术平台从多个供应商购买程序化媒体。作为将多个DSP信息聚合到一个视图中的领导者，TEL非常适合分析数据流中的模式，识别不道德行为和彻头彻尾的欺诈行为。通过自动化和扩展算法，应用机器学习来检测和删除欺诈或不满意的网站，以及实时分析来检测广告活动中的问题，TEL侦探将提供品牌广告商所要求的安全性和透明度。该项目的成果将被纳入交换实验室的“Proteus”平台，以提供新的反欺诈水平和确保可见性，并提供可靠的信心措施。这将增加品牌通过公开交流购买媒体的透明度，有助于加速市场增长，提高广告投放的质量，并从连接到平台的所有dsp的生态系统中更好地排除不道德和欺诈性媒体。

TEL Detective will research and develop a prototype system for detecting and preventingprogrammatic media fraud, and weeding out the unproductive placement of on-lineadvertising.Internet advertising has now overtaken print advertising in spend and programmatic media,whereby computer systems automatically buy and place advertisements in electronicallytargeted web pages, is the fastest-growing area of advertising. However, there is a growingconcern among leading brands about the risk of misplaced adverts, wastage and deliberatefraud.The Exchange Lab (TEL) uses its technology platform to purchase programmatic media frommultiple vendors. As a leader in aggregating multiple DSP information into a single view,TEL is ideally placed to analyse patterns in the data flows, identify unscrupulous behaviourand outright fraud. By automating and extending algorithms, applying machine learning fordetecting and removing fraudulent or unsatisfactory sites, and real-time analytics to detectproblems during a campaign, TEL Detective will provide the level of safety and transparencythat brand advertisers demand.The results of the project will be incorporated into The Exchange Lab’s ‘Proteus’ platform tooffer a new level of anti-fraud and ensured viewability, with services that provide reliableconfidence measures. This will increase a brand’s transparency of the media purchased ontheir behalf through open exchanges, help to accelerate the growth of the market, improve thequality of advertising placement, and improve the exclusion of unscrupulous and fraudulentmedia from the ecosystems of all the DSPs connected to the platform.