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Nearly 90% of consumers believe that ensuring ads don’t appear next to unsuitable content is a “brand responsibility.” Brands create their identity in the market and in customers’ minds through marketing and advertising efforts. However, their brand identities are put at stake whenever their digital assets appear next to unsavory content. The rise of unsafe digital environments, ad fraud, and evolving methods of cybercrime constantly fuel this relentlessly growing fire, always keeping the brands on their toes. Defining parameters for safeguarding the personality, i.e., incorporating brand suitability, has become paramount. Brand suitability is an extension of brand safety, as it avoids serving ads next to bad content. Deciding the relevant ad placements offers many advantages to the brand, e.g., better engagements, revenue, affiliate associations, etc. According to the IAB report, new brands have witnessed a 44% increase in ad engagement due to ad relevancy with the content. Incorporating brand suitability certainly helps to enhance user experience, and ROAS (Return on Advertising Spends), and drive positive associations with customers, reputable affiliates, and potential investors. The following steps can help your organization to set brand suitability standards: 3 Steps to Set Your Brand Suitability Standards Step 1: Create a Whitelist Selecting the content suitable for the ad placements requires figuring out the most suitable domains/URLs. At this point, many brands don’t want to appear next to Ukraine war news, as it could drive unwanted traffic, deplete the advertising budget quicker than their estimated time and deliver results lower than expectations. Making a content/context whitelist is one way of dealing with unwanted traffic on your ads. Brand suitability also includes defining the best context/content placements for boosting the ad relevancy, engagement with the customer, targeting the correct audience, etc. The affirmation of knowing that the ad is appearing in suitable environments and has high relevancy offers relief. But recently, we also uncovered that websites are often miscategorized. For example, Vogue is considered an adult website. Creating content/context whitelists for the ads is challenging, and comes with a few drawbacks, such as limited reach, but it can increase the ad relevancy and prevent unsavory content next to the ads. Simultaneously, selecting a whitelisting would drain the advertising spend faster than campaigns without them, but what feature doesn’t come with drawbacks? Step 2: Define the Exact Content Segments The need to blocklist irrelevant content/context ad placements has already been established. By doing so, you would increase target reach, drive conversions, and increase revenue or ROAS. Moreover, contextual targeting of products/services aligned with the brand personality helps brands to reach a niche audience, instead of targeting the general population or wider nest of the category, a majority of which is not interested in the ad or just wants to research/explore it. For example, your brand has recently launched a sedan car model and wants to increase sales. Brand suitability would ensure that the ads reach the relevant audience, boost brand awareness, and increase calls/queries related to the model by selecting the correct category niche and selecting a potential allowlist/whitelist. Step 3: Validate Vendor Sources Knowing the REAL sources of a publisher’s traffic is essential for many reasons. Primarily, your ad and competitor’s ads could get placed next to the same content. So, the reachability could get substantially hampered. But, even if that doesn’t matter, the “type of content” or the “content piece” should certainly matter, as irrelevant content can diminish ad campaign results and brand reputation. But, validating the vendor sources doesn’t come as easy. Brands need to constantly monitor the placement of their ads on apps and websites, especially if they are using pre- and post-bid programmatic advertising platforms. Continuously updating the whitelist and blocklist of URLs would enhance ad relevancy and reach the target audience. mFilterIt’s Brand Hygiene protection can offer this solution to brands and even trigger alerts whenever the ads appear on URLs not selected by the brand. This would keep the vendors or affiliates in check and enable the brand to avoid damage to its ROAS as well as its brand reputation. One Solution to Meet the Ad Placement Needs of Your Brand mFilterIt’s Brand Hygiene Protection covers all areas of brand, safety, brand infringement, and suitability, offering wholesome measures and results for dealing with misplaced ads, affiliate malpractices, etc. The solution defines the optimal placement sources after analyzing the platforms and content pieces, without the influence of domain/URL miscategorization. Our contextual analysis enables us to avoid misplacements that harm the brand’s character. Moreover, the solution works after the brand defines the personality and uses GARM standards. Brands can achieve higher relevance, revenue, and target audience by implementing mFilterIt’s Brand Hygiene Protection. The solution helps to keep ads away from unsafe environments, fraud affiliates, and untrustworthy publishers. Get in touch to learn more about the Brand Suitability.

Counterfeit is a serious issue for brands for many reasons; however, ‘bad reputation’ ranks at the top of the list. Why? A consumer places trust in the brand to receive products described and shown in the ecommerce stores. However, when the customer receives a duplicate or counterfeit product, the brand ‘trust’ is lost forever. Also, fraudulent product sellers target brands that have built their market reputation over time, and such consumer grievances create long-lasting bad publicity. Brands would try to recover their trust and the lost consumer base due to this issue; however, the customer would remain unsure of the brand/product and may not even engage even after rigorous marketing and advertising efforts. In 2020, counterfeit goods caused a loss of 26.3, 10.3, and 4.7 billion euros for the clothing, pharmaceutical, and cosmetics & personal care industries. Besides the loss of sales, counterfeit product sellers could engage in MAP violations, further damaging the brand’s reputation, creating legal issues, and hampering price perception. Knock-offs could also cause health issues, and customers often complain, blame, or sue the brand for their problems, which could further escalate legal problems. Given these facts, brands need a solution to detect counterfeit or fake product sellers across e-commerce platforms like Amazon, Big Basket, BlinkIt, Snapdeal, etc., in real time. eCom Competitive Analytics offers data supported with snapshots of counterfeit products for countering and diminishing consumer problems. Let’s find out how. How Does mScanIt Resolve the Counterfeit Product Distress of the Brands? Tracing Online Seller Activities in Real-Time Reputable brands often enlist the approved sellers on their websites, make mentions on e-commerce platforms, take measures to avoid fakes in their packages, etc. For example, MuscleBlaze Whey Protein comes with authorized seller mentions on their product pages across Amazon, Healthkart, Healthgenie, and other supplement e-commerce stores. Their genuine products also consist of packaging with QR scans through their app, ensuring trust in the brand. However, many reputable e-commerce platforms don’t have a real-time monitoring system for detecting approved third and first-party sellers. mScanIt offers the capability of sighting all types of sellers across e-commerce platforms and gives a chance to brands to revoke unapproved or counterfeit sellers through deep-diving results. Tracking Reviews and Ratings The biggest solutions for detecting counterfeit or fake product sellers on e-commerce platforms are reviews and ratings. Monitoring mScanIt’s word clouds of your brand, which includes the commonly used words/phrases such as fake, duplicate, copy, etc., by users, can help to sight counterfeit or unauthorized sellers. A sudden upsurge in the negative sentiment intensity also becomes a reason to check out the reviews and ratings and the associated negative or neutral word clouds. mScanIt deciphers all forms of sentiment intensity and helps brands set alerts in case of sudden spikes so that the brand can take action in real time. Moreover, the solution detects all types of listings across e-commerce platforms for the said products so that brands can easily see the products sold by authorized and unauthorized e-commerce sellers. Reviewing MAP Violations Counterfeit product sellers often don’t worry about the lowest price of their product on e-commerce platforms, as they might not even deliver it. Also, if they deliver the product, it would be fake, likely costing less than the original manufacturer’s cost. As a result, they often engage in MAP violations. mScanIt offers relief to brands for tracking their MAP violations across e-commerce platforms. Upon deep-diving, brands can review screenshots of the products, e-commerce marketplaces, and types of products sold at an undervalued price. Keeping an Eye on Discounting Analysis As stated earlier, counterfeit product sellers often tend to sell products at lower than the market value. Their offers, discounts, cashback, and other promotions can cause MAP violations and require continuous monitoring. mScanIt’s discounting analysis tracks seller-wise discounts across e-commerce platforms and enables brands to review the highest discounting percentages. Discounting analysis through mScanIt is another solution for finding sellers exceeding the maximum promotional percentages and taking action against them. Simultaneously, the solutions help brands to know the maximum discount competitors are offering for similar product listings com platform-wise and get a summary of the average discount. Bottom Line Not resolving counterfeit product problems on e-commerce platforms is no longer an option for brands, as it has long-lasting and damaging repercussions. Brands need eCom Competitive Analytics, a.k.a. mScanIt, to fight the war against fake or duplicate products every day. Today, mScanIt has become a necessity for brands that want to keep their market reputation intact, enhance their sales/revenue, and track the online activity of sellers/re-sellers while managing their marketing efforts. Connect with us through direct messages, comments, or filling out the contact page form to learn the advantages of mScanIt for your brand. Subscribe to our blog to learn why counterfeits are an e-commerce and brand infringement issue and more.

eCommerce platforms like Amazon, Big Basket, BlinkIt, etc., open doors to new brands, competitive pricing, product variants, etc. The factors influencing consumers buying decisions also extend to user-generated content such as Q&As, reviews & ratings, product descriptions, informative & comparative tables, videos & photos, delivery details, etc. According to a Statista report, 22% of online shoppers make buying decisions based on accurate and informative product descriptions. Similarly, other factors have a high or low effect on the buyers’ purchasing decisions. Most businesses create detailed descriptions of their listings on eCom marketplaces based on their product knowledge and could also involve SEO. However, do they review their content score? Do they analyze their perfect page summary? Do they know the detailed score of the distinct aspects on a product page of their competitors? Most likely, the marketers and business heads would answer No. Knowing the product page summary and the content score of your competition and reviewing the pages with the highest score can offer many details. For example, your brand could learn the SEO strategy, commonly optimized keywords, content structure, keyword placement, etc., of the competition. Such information can help your brand improve your listing pages and optimize the content. But, this is just one aspect of it. It can help review the A+, image, and video content, which will likely enhance discoverability on e-commerce marketplaces and increase click-through rate (CTR), likely boosting conversions. What is a Product Description and Why is it So Important? A product description explains “What is the product and its uses? Thats it! But stating more about the listing like a robot or using unfriendly words could make the description uninteresting and drive away users to easy-to-understand or similar relatable products. However, most marketers should realize that the title, price, image, and delivery visible on the product searches have already made the user interested in the product. Also, the informative table is self-explanatory when it comes to features. Still, the user is likely to view the description visible next to the product images or videos of the listing before scrolling down through the A+ content and then visiting the informative and comparative tables. Therefore, it is important to make the product description as compelling as the information on the product search result listings. The question is – How? How Can eCom Marketers Create Great Product Descriptions? We have already established that eCom Competitive Analytics offers insights into the competitors’ content strategies on e-commerce marketplaces. Such insights can help brands curate great product descriptions, as the solution can help recognize customer needs, competitor strengths, ongoing SEO practices, etc. Insights derived through eCom Competitive Intelligence can help in this matter in the following ways: Identify and Implement Informative Words: Most e-commerce marketplaces have approximately 200 words for product descriptions. The consumer is looking for information before checking out reviews & ratings, and Q&As. Knowing the highest content score for the description and checking out the competition with the top results could give a clear picture of the user-friendly information structure, including the product details. SEO-Friendliness: Ideally, brands with a 100% score in the description would likely have a 100% SEO score for their description too. Therefore, brands should identify them and review the keywords and their placement, enabling them to achieve such a result. Post-review brands would also come across keywords that could match the description of their listings. Inclusion of Benefits: Consumers might expect the benefits of a product under the description; however, the description score could reach 100%, even without it. Once again, it is subjective, just like Product Titles. Therefore, analyzing the practices of the competitors through eCom Competitive Intelligence can help you decide on whether the product description should describe the benefits. Before writing a product description based on these aspects, it is necessary to answer the following questions: Should the description: Include words used in brand images or videos. Consist of the keywords included in the title or secondary keywords? Address user queries in the Q&A and R&R sections through the description. Following this approach and competitor intelligence can enable marketers and brands to curate great and compelling product descriptions. The details could help the user decide the advantages of the listing over similar products, upsell recommendations or basket listings, curate loyalty towards the brands, etc. Final Words Product descriptions might seem the simplest form of explanation of the listing; however, it isn’t. Brands require eCom Competitive Analytics to understand more about them. The solution can highlight the score of your brands’ listings versus the competition and offer an understanding of its compelling nature, user-friendliness, keyword, etc., which would affect sales. Get in touch to learn the impact of perfect page analysis of your listings, connect with us through email, or leave us a comment.

Whether you have an online business or an offline store, if you don’t get the targeted audience to connect with your brand, all efforts go in vain. Just imagine, you’re running a campaign to attract traffic from India, and people from South-East Asia are engaging with your ads. This will not only attract people from outside the targeted market but also result in the wastage of your advertising budget on irrelevant results. Imagine as a marketer what kind of a digital advertising disaster it is. With the ever-evolving digital ecosystem, the solution to reach the right type of audience at the right time is now a reality. Geo-targeted advertising helps marketers show up at places where their ideal audience is browsing. But just like every coin has a flip side, there is a second side to this. But before we go ahead, let’s understand the meaning of Geotargeted advertising. What is Geotargeted Advertising? This is a type of advertising where the location data is used to reach consumers. In geo-targeted ads, the messaging is appropriate to the location and behavior of the customer. With the help of this advertising, marketers can connect with user-appropriate content based on the information acquired from the consumers’ location. When consumers allow the location-tracking option in the apps on their phones, geotargeting advertising will help to show ads based on their actual location. This can be a very effective advertising method for QSR businesses. They can target their ads to customers who live in proximity and encourage them to visit. In conclusion, geo-targeted ads help advertisers plan and execute more targeted and relevant promotions, resulting in increased engagement. Every Shiny Thing is Not a Diamond Geotargeted ads sound like the best solution for every advertiser. It ensures to reach the targeted audience and give good engagement. What else is required? Sadly, there is a flip side to geotargeted advertising. Below are a few stats that explain better why geotargeting is not just all good things”. According to a data verification firm Location Sciences, approximately two-thirds (65%) of media spending on location-based ads goes down to waste because of misdirected targeting. Almost 29% of the media spending on geo-targeted ads resulted in delivering impressions outside the geotargeted area. Whereas 36% was wasted because of poor-quality location signals. 36% of the top GPS-enabled apps were found to display location fraud. The geo-targeted ads are less optimal because of the simple inaccuracies in the geodata. In the case of GPS, the location data is estimated based on the proximity of the public WIFI hotspots when a GPS signal is not present, or a user has not given consent to use location data. These inaccuracies can show a difference ranging between 1 km to 1,000 km. On the other hand, IP addresses are only accurate enough to identify a user in a state, city, or neighborhood. But it may not be efficient to locate a user within a range of meters or feet. The IP addresses are often dependent on the Internet Service Providers located in a neighborhood or are dependent on the type of connection like a cable modem or cellular connection. Fraud In Geotargeted Programmatic Ads Ad fraud in geotargeted programmatic media buying is a huge problem that costs billions of dollars. And it is estimated to get bigger with time as the ad spend increases in the digital ecosystem, especially in the media targeting local audiences. As compared to direct media buying, there are different levels of risk involved for marketers when using geotargeted programmatic media. In programmatic advertising, geotargeting refers to the targeting of users based on the approximation of their geolocation. This is usually analyzed by estimating their location according to the respective IP address. However, in the case of direct media buying the local media outlets put ads on the websites of local publishers. And in the case of direct media buying the audience is usually the people residing in the city, region, or designated market area. In geotargeted programmatic ads, the fraudsters commit ad fraud by making their bots appear from different geolocations through a variety of techniques. One of the common ways to manipulate the geodata is by using proxy IP addresses to appear in specific geolocations. Further, the advertisers running ads in programmatic will be tricked into paying for ads that are shown to bot traffic pretending to be in the geographies targeted. To make the activity look real, the fraudsters also activate activities like page views, clicks, downloads, and other parameters. This makes the engagement look believable and further gives encouraging but false reports of the campaign. Are Google Ads also targeted by fraudsters? Some advertisers often face the issue where their ads show in areas that haven’t been selected as geo-targeted areas. Does this mean that even on Google ads geotargeted fraud can happen? Maybe no. Just like everything, there are some exceptions. For instance, you have a local pastry shop in Paris so your geo-targeted area in Adwords is in Paris. However, when looking at the IP list in Adwords you notice that the clicks have come from all parts of the country and sometimes even outside. Some of the few possible reasons can be: Case 1: Mismatch in IP Address and User Location This is one of the common cases in geo-targeting that confuses. The IP addresses are assigned by the Internet Service Provider to analyze the user’s location. Google uses the location of the IP addresses and ISPs to decide where to show the ads. However, Google also admits that the IP locations may not be the same as the actual location of the user. According to research conducted by Search Engine Land, two errors manipulate the location data within Google. One is a false positive where it appears that the user is in Paris when they are not. Another is a false negative where the user might be in Paris, but according to the search engine, they are not. Case 2: Mobile Device Problem

E-commerce paced up the sale of products largely due to convenience, and quick commerce is boosting these sales through faster deliveries. Earlier online shopping orders were delivered within a week. Then, Amazon introduced two-day, one-day, and same-day delivery, implementing the same approach for groceries or daily need products. Today, Dunzo, Instamart, Zepto, BlinkIt, and other brands have become pioneers in quick deliveries. Quick commerce refers to the delivery of online orders within 15-30 minutes. The fast-delivery concept was first implemented by Domino’s, and you can recall it if you ever received a free pizza due to a delay in delivery. Quick commerce has rapidly gained the attention of Gen Z and millennials who want to watch their favorite sport or movie at home. Both groups made unplanned orders in 2021, which enhanced the purchase of consumables within the year. According to the same source, the Q-Com industry had a revenue of $100 million in 2021, and 70% of the Indian Q-Com revenue came from Delhi, Bangalore, and Mumbai. During the pandemic, safe deliveries were the trend; however, Q-Commerce is bringing its fast-paced delivery concept into the limelight. Q-Commerce has become a substitute for phone-based orders from the nearest retailers and a swift mechanism for receiving frozen, pre-packaged, and fresh orders. Brands offering this service focus on order fulfillment, timely reachability, and swift packaging, which has raised the demand for Micro-Fulfillment Centers (MFCs). Similarly, brands like Buyk are building pipelines based on buyer personas. For example, ordering seasoning for cooking a meal. While the concept is growing in the minds of the buyers, brands face some major challenges in resolving the need to provide everyday need products. How Quick Commerce Works? The general concept of Q-Com is that the customer adds products to the basket, and places an order, which is received by the platform, packaged, collected by the delivery partner, and delivered to the customer’s doorstep. Essentially, Q-Commerce is a form of e-commerce; however, the brands have separate warehouses, commonly referred to as “dark stores,” and deliver within 30 minutes. But, initially, Grofers (now BlinkIt) began the concept of fast doorstep delivery by connecting with local retailers. Also, unlike e-com orders, which often include delivery charges unless a minimum order value is passed, many Q-Com brands offer cheaper cost products in small basket orders with no such fee. Moreover, customers have the option to make orders 24×7, which likely results in impulsive buying during overnight stays, all-night parties, etc. Challenges Faced by Q-Com Brands and mScanIt Solutions Keeping An Optimal Price Globally, 52% of online shoppers make purchase decisions because of the delivery speed, whereas 38% of consumers buy products due to free or discounted shipping. We have already covered that most Q-Com brands offer both of these advantages. Also, the price was the main reason that influenced the shopping decisions of 87% of the consumers in the U.S. So, it would be safe to assume that when delivery speed and fee are no longer concerns, it will remain the likely choice unless the desired product or its quantity remains unavailable. Under such a scenario, keeping an optimal price becomes a primary concern of the Q-Com brands, and keeping an eye on the competitors becomes necessary. mScanIt helps brands review the price differences across online shopping platforms, resolving one of the biggest issues. Managing Stock Availability Stockouts are one of the leading reasons for switching apps, brands, or variants. Also, consumer behavior is rapidly evolving due to Q-Commerce. The changing needs demand managing the growing stock availability and avoiding stockouts. With rapid orders and impulsive buying heightened, the need to manage stocks at pin code, zonal, platform, sub-category, sub-variant, and other levels becomes important. mScanIt meets these requirements by showing stock availability daily, weekly, and monthly, with real-time insights, while showing competitor availability across online marketplaces. The analytics deep-dive into stock availability and help brands avoid stockouts at distinct levels to meet the forecasted requirements. Safeguarding Brand Reputation Quick deliveries don’t mean that consumers would remain satisfied with their orders. Their reaction would have the same sentiment intensity, similar to a regular online shopping experience. However, they might appreciate swift doorstep reachability, which has become a likely factor in reviews and ratings. The demand for safeguarding brand/product/seller reputation has become crucial, and Q-Commerce enhances the chance of replying and resolving consumer issues in real time. Simultaneously, knowing the standing of competitor listings at all levels gives a brand a better perspective of areas of improvement, and mScanIt offers such issues as part of its dashboard. Final Words Q-Commerce brands are transforming consumer behavior, and the changing needs require a solution to manage all aspects that remain relevant across e-commerce platforms. However, price optimization, safeguarding brand reputation, and managing stock availability would take the lead for Q-Com sellers. Brands need a solution that can manage the factors impacting product listings, sales/revenue, content, advertisements, etc., and mScanIt offers deep-diving into all these aspects. For more information about the advantages of eCom Competitive Analytics for your brand, connect with us through email or leave us a comment.

Ad fraud has been a parasite in the digital ecosystem which has been feeding on the money of advertisers over the years. However, in this digital advertising ad space, even the publishers are not safe from the radar of fraudsters. In the case of the publishers, they not just lose the scope of revenue but also the trust of their advertisers. A vast majority of digital publishers rely on the revenue that comes from providing a relevant audience to advertisers. And the more relevant audience a publisher can provide, the more the advertisers are willing to pay for their ad inventory. However, cybercriminals use different ad fraud techniques to fool advertisers and steal money from genuine publishers. Here we have covered the fraud techniques used and how they gravely impact the publishers. Ad Fraud Techniques Impacting Publishers Bot Traffic: According to recent research, it is noted that bot traffic contributes to nearly 50% of the overall web traffic among which the percentage of bad bot traffic stands at 65%. The bots are automated software that is programmed and plotted by fraudsters to steal ad money from advertisers. These bots are programmed to click on ads and view an ad or video which results in the deduction of money from advertising budgets. Bot traffic can impact the publishers in more than one way. Firstly, it will inflate the number of clicks and impressions but in the end, the advertiser will not get any genuine users. This will further impact the relationship and trust between the advertiser and the publisher. Secondly, sophisticated bots can steal content and data from genuine publishers and use it in their favor. Domain Spoofing: In this type of fraud technique, the fraudster masquerades a URL or domain and showcases it as a legitimate domain to misrepresent a low-quality inventory as high-quality. This method deceives the buyers into purchasing a low-quality inventory at a high cost. Domain spoofing is often used by fraudsters to mask unsafe websites and make money from their traffic. As the fraudsters mimic the domains of a premium publisher to fool the advertisers, they tarnish the reputation of the good publishers and decrease the value of their inventory quality. Ad Injection: In this technique, the ad injectors place fraudulent ads on a publisher’s content without the knowledge and permission of the publisher. This is often done by placing malware or other malicious applications on the publisher’s website. The injected ads replace the existing ads on a publisher’s website and cost a hefty revenue to the good publisher. Ad Placement Fraud: Ad placement fraud is a catch-all term that is used to define various ad fraud techniques that fraudsters use to manipulate the publisher’s ad inventory to generate revenue. The fraudsters plant invisible/hidden ads that take the form of ad stacking (displaying multiple ads one above another), pixel stuffing (where the ads are served on a 1×1 frame), or placement of ads outside the viewport area. The above ad fraud techniques are not just stealing the revenue of the publishers but also damaging their reputations. Let’s see how genuine publishers are getting impacted by the fraudsters. How Ad Fraud Is Harming Good Publishers? Stealing Their Revenue In programmatic advertising, fraudsters create many fake websites in the form of long-tail sites. They often use plagiarized content to make it appear legitimate in the programmatic ecosystem. These websites offer ad inventory at a low cost and attract advertisers to run ads on their sites. Whereas the premium publishers have to eventually lower their cost of ad inventory to compete with the sites whose existence is unknown to the human population. In another case, the fraudsters use ad fraud techniques like domain spoofing to manipulate the user to their fake site and steal the genuine publisher’s revenue. Diverts Genuine Traffic The fraudsters look for different ways to dupe the publishers. It does not just cost them a loss in revenue, but it also leads to the diversion of genuine traffic from legitimate publishers to fake websites. The fraudsters place malware that causes auto redirects or pop-up ads which divert the user to a different website. In most cases, these websites are fake and can jeopardize the safety of the user’s data. Impact on Brand Safety The trial of mishaps doesn’t end with just loss of revenue and genuine traffic. Due to the fraudulent practices, the biggest hit comes to the brand reputation of the publisher. The fraudsters not just place malware ads, but also dupe the publishers by copying their website URL or domain. After this, when a genuine user visits the spoofed website thinking it to be the legitimate website and upon clicking the ads, they are often redirected to a page containing unsafe content. How mFilterIt Helps Publishers Against Ad Fraud To protect genuine publishers from being exploited by fraudulent practices, the mPlaceIt tool provides a robust solution to identify websites dealing with abusive content. It also classifies genuine websites into different categories by focusing on the targeted content of the site, thereby defining its suitability for the advertisers. Our solution is a combination of the capabilities of AI, ML & a dynamic repository of ad traffic validation data points that determines the evolving trends of fraud. Conclusion Not just advertisers are losing money due to ad fraud, but genuine publishers have also been victims of this for the longest time. Some publishers not only lose their revenue but also face serious repercussions due to brand infringement attacks. To fight these ad fraud attacks, publishers need a holistic solution to ensure that their content and ad inventory are protected from bad actors. Alongside this, this can also help good publishers vet their inventory before sending it to the advertisers. To bring a level of safety to the digital advertising ecosystem, both the publishers and advertisers need a holistic solution like the Ad Traffic Validation suite by mFilterIt to detect and prevent ad fraud in real time and also protect their brand reputation. Get in touch to learn more about Ad fraud.