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DG, a multi-screen advertising company, has launched fraud prevention within the DG Peer39 data solution, allowing ad buyers to detect and avoid bot traffic within auction environments. The capability aims to protect advertisers from spending on non-human traffic, a problem that costs the online ad industry an estimated USD 400 million annually.

The new fraud protection attribute is available across the 60 billion bid requests that Peer39 analyses on a daily basis, giving advertisers scale across the entire publisher ecosystem. Peer39 sorts out non-human traffic – impressions generated by so-called ‘bots’ – and prevents advertisers from placing a bid on that inventory.

“Everyone recognises that fraud is an issue within real-time bidding environments, and we wanted to do our part to keep advertisers safe from the persistent problem. By eliminating bot traffic from the impressions that are bid on, advertisers should see improved performance and greater efficiency across the board,” said Alex White, GM of data and trading, DG Peer39.

“Fraud prevention is a key tool in any marketer’s arsenal, and we’ve made it a point to make our marketing operating system compatible with all of the best-in-class tools available. MediaMath prides itself on a strong fraud prevention system, which gets even stronger with the advent and availability of tools from trusted partners like Peer39,” said Greg Williams, co-founder, MediaMath and SVP, OPEN Partnerships for MediaMath.