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

TEL Detective将研究和开发一个原型系统，用于检测和预防程序化媒体欺诈，并清除无效的在线广告投放。互联网广告现在已经超过了印刷广告的支出和程序化媒体，即计算机系统自动购买和放置广告在电子定向网页，是广告增长最快的领域。然而，领先品牌越来越担心广告错位、浪费和蓄意欺诈的风险。Exchange Lab（TEL）使用其技术平台从多家供应商购买程序化媒体。作为将多个DSP信息聚合到单个视图中的领导者，TEL非常适合分析数据流中的模式，识别肆无忌惮的行为和彻头彻尾的欺诈。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 Detective将提供品牌广告商所需的安全和可靠性水平。该项目的结果将被纳入Exchange Lab的“Proteus”平台，以提供新级别的反欺诈和确保可视性，with services服务that provide提供reliableconfidence可靠measures措施.这将增加品牌通过公开交易所购买的媒体的透明度，有助于加速市场增长，提高广告投放的质量，并改善将不道德和欺诈性媒体排除在连接到平台的所有DSP的生态系统之外。

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.