|[August 07, 2014]
Xaxis Intensifies Battle Against Ad Fraud and Robots with Launch of Xaxis Prime
NEW YORK --(Business Wire)--
Xaxis, the world's largest programmatic media and technology platform,
announced today the launch of Xaxis Prime, the ad industry's first fully
programmatic product to guarantee human viewership for advertisers'
digital brand campaigns. Developed to address the proliferation of
fraudulent tactics dragging down the reliability of open exchange
inventory, Xaxis Prime extends beyond pre-bid analysis and post-campaign
blacklisting to dynamically identify and block robot traffic and
suspicious sites as campaigns are running.
Xaxis Prime is powered by a multi-stage evaluation engine, which
combines the company's existing fraud prevention safeguards with several
new technologies, including a proprietary, human verification tool. This
tool, fueled by internal and partner technology from Adara, Solve Media
and Moat, enables Xaxis to create proprietary audience segments of
visitors who have answered CAPTCHA, completed transactions or
demonstrated specific human behaviors such as creative engagement and
social sharing. These segments are then cross-referenced in the Xaxis
data management platform (DMP) against pre-bid impression evaluations
and post-bid analysis of traffic metrics providing the highest assurance
of human traffic in market today.
At rollout, axis Prime delivers a no-fraud guarantee across the Xaxis
Marketplace consisting of the largest premium publishers with integrated
third party verification provided by Integral Ad Sciences. In addition
to the proprietary human verification tool, Xaxis Prime guarantees 90%
viewability, 95% Brand Safety and includes ongoing audits of all
inventory, pre-bid impression evaluation, post-campaign reporting to
validate inventory and audience that was acquired.
"Xaxis Prime represents the next step in our ongoing efforts and
investment to combat digital ad fraud and ensure our clients achieve the
highest possible real performance," said Larry Allen, SVP of Business
Development at Xaxis. "Ad fraud is an international problem impacting
both advertisers and publishers. With Xaxis Prime, brands get a simple
and powerful guarantee for their digital brand advertising across the
top premium publishers."
Types of fraud Xaxis Prime protects against include botnets, ad
insertion/redirection, CMS/OS hacking, robots designed to behave like
humans and robot retargeting. In addition to helping advertisers, the
new product introduces several powerful new tools for Xaxis' publisher
partners to ensure only humans are viewing their inventory. These
include proprietary, internal detection processes and integrated third
party verification tools. These tools enable Xaxis to provide feedback
to publishers on the inventory posing the most risk, allowing them to
identify the cause and eradicate it prior to selling to Xaxis or other
Xaxis is a global digital media platform that programmatically connects
advertisers and publishers to audiences across all addressable channels.
Xaxis combines proprietary technology, unique data assets and exclusive
media relationships with the brightest team of audience analysts, data
scientists and software engineers. Advertisers working with Xaxis
achieve higher ROI from digital marketing campaigns. Publishers deliver
relevant content and advertising to new and valuable audiences. Xaxis
works with over 2,700 clients across 33 markets in North America,
Europe, Asia Pacific and Latin America. For more information, visit�www.xaxis.com.
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