44840DIPA - A REAL TIME DIGITAL MEDIA AUDITING PLATFORMClosedStudyInnovate UKMediaSense is a small UK company, who provide independent media auditing and advisory services to a range of large global clients. MediaSense have several service offerings, including DiPA which provides detailed analysis and insights specific to a client's digital media spend, efficiency and effectiveness. The purpose of this project is for MediaSense to refine the DiPA service, codify core processes and algorithms, automate data processing, validate the utility of AI/ML models and ultimately produce a minimum viable product that can be tested in the market. Due to the very large scale and diversity of the data sets involved, this project introduces innovations in data unification, processing, labelling, algorithmic analysis and the provision of real-time digital media auditing as a product. This project will allow businesses, governments and other institutions to take greater control of their digital ad-spend, and to gain a comprehensive understanding of its impact, efficiency and effectiveness. The resulting product beta will have the potential to greatly reduce advertising fraud, improve transparency and accountability in the digital advertising marketplace. The project has benefits to UK taxpayers as it will reduce the amount of advertising money that makes its way to fraudulent and criminal activities. It will also help UK business to protect their brand reputation, deliver higher ROI media campaigns, be more profitable and grow faster. These benefits combined deliver both positive societal and economic impacts.