In late 2014, White Ops and the Association of National Advertisers (ANA) released the industry’s largest study on bot traffic in online video and display advertising. The study revealed that, on average, 23 percent of online video ad inventory is consumed by bot impressions.
The Videology and White Ops partnership is a major step forward in identifying and stopping the high incidence of non-human activity across online video advertising, offering seamless, cross-platform, real-time identification and blocking solutions to Videology clients worldwide. Videology has already been working closely with White Ops for over a year to eradicate bot traffic for advertiser clients, and through the partnership unveiled today, they are driving the percentage of bot traffic and other automated, non-human behavior in Videology-platform inventory toward zero.
The partnership between Videology and White Ops equips the Videology platform with the most robust real-time bot and non-human activity detection and prevention solution in the market today, protecting digital advertising stakeholders from cyber threats so they can focus on their audience. While previous solutions have only been available in the planning and measurement phases, this integration will provide Videology platform buyers with the capability to ensure media quality throughout the lifecycle of a campaign, blocking automated, non-human activity while optimizing for a campaign’s key objectives.
White Ops technology identifies bots the first time they appear, pinpoints bots in media, and differentiates human vs. bot browsing even from the same compromised machine. White Ops’ “always-on” bot detection and prevention solutions are fully integrated with the Videology platform and are available to leverage on any campaign, on any device, run through Videology. Videology clients are now able to seamlessly deploy White Ops solutions to identify bots, maximize ROI, and reach the optimal level of actual human traffic across their video campaigns and devices.
In a market with inventory scarcity, such as online video, the ability to detect bots and other non-human activity at the impression level, rather than by eliminating entire URLs, offers great value for advertisers. Unlike other solutions that employ domain or cookie-based methodologies and do not provide results for individual impressions, the White Ops and Videology technology integration “carves out” suspicious activity at scale and in real time for each impression. This allows Videology to offer clients the greatest media reach while maintaining strict quality controls for inventory.
“Bot traffic is a major concern of our clients, and rightfully so,” said Scott Ferber, Chairman and CEO, Videology. “But access to inventory is also key when it comes to video advertising. White Ops is uniquely equipped to combat bot traffic in today’s marketplace, and through our deep integration, our clients can leverage Videology’s proven ability to solve for portfolio-level objectives, without making trade-offs on media quality.”
"White Ops is the most powerful solution in the market today against ad fraud. White Ops anti-fraud solutions have the highest standards, the strictest requirements, and the biggest impact," said White Ops CEO Michael J.J. Tiffany. “Through our partnership, Videology and the White Ops team of cyber-defense experts are devoted to breaking the profit models of bot operators so advertisers and publishers can focus on building their audiences and managing their brands.”
The White Ops and Videology integrated solutions include:
- Bot detection that can be applied to any campaign on any device, available for clients to implement through simple platform tools
- The ability to distinguish and report against bot activity and human activity coming from the same device
- Pinpoint sources of bots in inventory to assist with future inventory optimization efforts
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. On the web at White Ops.