EXCLUSIVE: Vidible Launches Flashlight to Spot Fraudulent Video Publishers
Vidible, a programmatic exchange that connects video producers and sellers with publishers and other buyers starved for such content, is launching a new solution to combat a crucial problem in the online video industry — traffic fraud.
Developed in partnership with Integral Ad Science, a company that specializes in ad viewability, verification, and fraud detection solutions, the solution, called Flashlight, allows content owners to assess the quality of publishers by reviewing if they’re known to engage in fraudulent activity. It also provides a toolset to help sellers eliminate any syndication partners that don’t actively scrub their sites for fraud.
Using data gathered from Flashlight and by developing a custom set of analytics, Vidible hopes to establish a new set of values that highlight exactly what constitutes a premium syndication partner.
Considering its scale, the company believes it’s in a prime position to take on such an industry-wide, fraud-fighting effort. Currently, the exchange serves over 2 billion video plays a month, and adds 3,000 pieces of new content every day.
To be sure, since it launched, Vidible has tried to give more control to content owners. “Everything about Vidible has been about offering control and transparency,” says Tim Mahlman, co-founder and president of Vidible. Sellers, for instance, can “whitelist” and “blacklist” publishers, restricting who gets to see and engage with their content.
Now, with Flashlight, sellers will be able to verify that their videos are being watched by actual human beings. This, naturally, will ensure that they also remain in good standing with their ad partners. (On Vidible’s exchange, buyers pay a set rate based on impressions, and then can choose to run their own ads or run ads from one of Vidible’s network partners.)
While obviously a solution designed to weed out the “bad publishers,” Flashlight can be useful for the buy-side, too. Publishers can use the solution to do an analysis of their own properties, as well as of any website that might join their network.
As online video consumption continues to grow, so will the syndication business. Which is why Vidible felt it was necessary to take a more proactive approach in the battle against fraud. “Syndication is only going to continue growing, and video is going to become even more ubiquitous,” says Mahlman. “One thing we wanted to do, was to make sure that if you’re ready to build a syndication business, we can be there for you and also help you protect your brand.”
With Flashlight, the hope is that companies that have previously been “adverse” to syndication choose to finally enter the fray. The promise of more control and transparency certainly helps.Tags: Fraud, Integral Ad Science, syndication, Tim Mahlman, vidible