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

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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.