MediaGo, a deep learning-based intelligent advertising platform under the Baidu Global Business Unit, announced today a global partnership with Pixalate, the world’s leading technology cross-platform ad fraud detection and prevention, to provide advertisers with high-quality traffic inventory while also fostering fairness and transparency in ad market transactions.
MediaGo generates traffic interception rules using Pixalate data and big data analysis and deep learning skills to prevent questionable advertising activity.
MediaGo’s enhanced, deep learning-based invalid traffic (IVT) filter increases the security of advertising inventory against fraud, including botnets, malware, high-risk devices, and data centres, thanks to its patented detection technology and data and analytics services from Pixalate. MediaGo, for example, can detect non-human website activity from both large cloud providers and tiny data centres.
Ad viewability rates improved by nearly 20% in Q2 2023 as a result of MediaGo’s strategic investments in advertising quality.
“The World Federation of Advertisers (WFA) project estimates that over $50 billion in ad fraud will be wasted annually by 2025,” stated Rena Ren, head of sales and business development at Baidu Global Business Unit. “At MediaGo, we’re focused on optimising campaigns for return on ad spend, and by leveraging Baidu’s technical innovation, we address this critical need, optimise our anti-fraud system, and provide advertisers with secure, reliable traffic – enhancing advertising effectiveness and, ultimately, achieving our mission to empower business growth through deep learning.”
According to Pixalate’s Q1 2023 Invalid Traffic and Ad Fraud Benchmarks Report, global programmatic advertising IVT rates climbed 20%, demonstrating the importance of decreasing ad fraud in providing high-performing campaigns for advertisers and optimising publisher revenue.
MediaGo’s anti-fraud system detects abnormal clicks, invalid impressions, and other suspicious activity in real-time, intercepts it, and feeds it into the system’s deep learning model for training, providing real-time feedback to the bidding phase and ensuring exclusive, high-quality inventory directly from MediaGo’s various media platform collaborations. As a result, marketers benefit from actual exposure, clicks, and maximised profits.
“Pixalate is thrilled to be partnering with a global company like Baidu,” stated Pixalate CEO Jalal Nasir. “Our collaboration enhances MediaGo’s ability to combat the advanced ad fraud activity that plagues programmatic advertising.”
Pixalate holds MRC accreditations for sophisticated invalid traffic (SIVT) detection and filtration across all inventory channels, including CTV, mobile apps, and web, spanning 20+ measurement regions and 45+ reported metrics.
