720686TEL Detective - The Exchange Lab Media Transparency and Fraud Management SystemClosedGRD Development of PrototypeInnovate UKTEL Detective will research and develop a prototype system for detecting and preventing programmatic media fraud, and weeding out the unproductive placement of on-line advertising. Internet advertising has now overtaken print advertising in spend and programmatic media, whereby computer systems automatically buy and place advertisements in electronically targeted web pages, is the fastest-growing area of advertising. However, there is a growing concern among leading brands about the risk of misplaced adverts, wastage and deliberate fraud. The Exchange Lab (TEL) uses its technology platform to purchase programmatic media from multiple vendors. As a leader in aggregating multiple DSP information into a single view, TEL is ideally placed to analyse patterns in the data flows, identify unscrupulous behaviour and outright fraud. By automating and extending algorithms, applying machine learning for detecting and removing fraudulent or unsatisfactory sites, and real-time analytics to detect problems during a campaign, TEL Detective will provide the level of safety and transparency that brand advertisers demand. The results of the project will be incorporated into The Exchange Lab’s ‘Proteus’ platform to offer a new level of anti-fraud and ensured viewability, with services that provide reliable confidence measures. This will increase a brand’s transparency of the media purchased on their behalf through open exchanges, help to accelerate the growth of the market, improve the quality of advertising placement, and improve the exclusion of unscrupulous and fraudulent media from the ecosystems of all the DSPs connected to the platform.