ad fraud

Face Verification as Real-Time Solution for Survey Quality

Mihkel JäätmaCEO, Realeyes

Scott JonesVP of Product, Realeyes

Nick SuttonChief Strategy Officer, Kantar Profiles

Thirty percent of surveys are fake, based on an analysis of over half a million surveys. Quality issues have been prevalent for a long time now, and there is a need to address this. Survey panel quality has gotten worse because the marketplace does not value quality, fraudsters move faster than researchers and quality issues are not addressed adequately. Previous tools to deal with fraud are insufficient specifically for programmatic sample that is almost 70% of all surveys now. Quality issues are not visible enough, and there is need to create a transparency dashboard that is publicly available. Solution: face verification, which can be a game changer in survey quality. It is real time, cross-supply and simpler than CAPTCHA. The tool is established on properly obtained training data, that is tackling algorithmic bias head on and works everywhere on any device. There are different types of “bad actors”: the disengaged panelist, the dishonest panelist, the fraudulent panelist—the single biggest bad actor is from out of country. Following this there are bots, ghost completes and inconsistent answers (dishonest). There is not one single solution but rather a basket of solutions to make sure the quality is maintained. Key takeaways:
  • Widespread quality issues and deteriorating survey panel quality is a significant problem.
  • Existing tools for detecting and preventing survey fraud are insufficient, particularly for programmatic sample surveys.
  • To combat these quality and integrity issues, face verification is suggested. It stands out for being real-time, applicable across different survey supplies and more user-friendly than traditional CAPTCHA methods.

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…Why Has Ad Fraud Become So Hard to Stop? via The Drum

Google purged itself of 1.7 billion bad ads last year—more than double the number it axed in 2015—a fact which belies a problem set to swell unless more advertisers refuse to turn a blind eye to inflated numbers caused by ad fraud.

To stress the point, Google pointed out that over 1,300 accounts were suspended last year for attempting to game its system by pretending to be news, a trick known as “tabloid cloaking”. Such is the problem that during a single sweep for tabloid cloaking in December 2016, it took down 22 culprits responsible for ads seen over 20 million times by people online in a single week.

Bad ads are disguising themselves as topical news stories for click bait, threatening the integrity of the media industry at a time when fake news is a legitimate concern. Between November and December last year, Google reviewed 550 sites it suspected of “misrepresenting content to users”, including impersonating news organizations, it took action against 340 of them for violating its revamped AdSense misrepresentative content policy. Of that number, nearly 200 publishers were booted out of its network permanently.

“Every player in the ad tech industry—publishers, agencies, marketers, and ad tech providers—must be held accountable and take appropriate steps to eradicate fraud and improve ad quality,” said Marc Rouanet, co-founder and president at Sublime Skinz.

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