Most experienced business development managers are painfully aware that, even as internet advertising revenue hits a record high at $20.1bn, whole swathes of that cash are destined for the toilet because of fraud. But thanks to the rising new real-time ad analytics startup Pixalate, fraudsters are going to find it a good deal tougher to get away with their scams.
Fighting fraud and optimizing spend
Founded in April last year, the company (which bills itself as “the most advanced and first real time analytic SaaS based platform for Online Advertising”) has just announced that it’s raised a princely $4.6m in a funding round led by Javelin Venture Partners.
Business development managers worried about the impact of fraud on online advertising sales will quickly appreciate the virtues of Pixalate’s platform, which brings a whole new dimension of transparency to ad buying. The Santa Monica-based startup gathers vital performance information on mobile and display advertising, helping buyers optimize their spending and enhance their online marketing campaigns. It can provide comparisons of media buying channels, ad exchanges, DSPs and websites at a glance.
The company’s founder and CEO, Jalal Nasir, said:
“Advertisers want to invest more with their real-time bidding (RTB) media buys, but they are inhibited because there’s no transparency into what inventory is being purchased. That, coupled with high fraud rates, seriously constrain spend. With Pixalate, advertisers can now understand what they are buying, detect fraud, and optimize spend all in real time.”
Informed estimates suggest that 38 percent of mobile ad inventory and 34 percent of online ad inventory is fraudulent, so this is no mere side issue, as business development managers would agree. The firm’s technological wizardly enables it to identify fraud from malware, click farms, retargeting bots and incentivized ad networks and it wastes no time in alerting advertisers to any suspicious activity. And it not only detects “ad waste” (ads that were served but not actually seen), it can also tell when ads aren’t served at all, whereupon it notifies advertisers so that they can see if they’re being overcharged.
But hauling in data is one thing; knowing what to do with it is another. Pixalate’s “AdWisely” tools come to the rescue here, making recommendations to advertisers on what, specifically, they need to do to make their campaigns more effective.