In the US, technology firm Influential has teamed up with a group of agencies and measurement companies, including IRI and Oracle Data Cloud to set up the Bot Fraud Prevention Council (BFPC).
The Council's aim is to provide identification, reporting and removal of bot accounts and engagement from marketing campaigns and social media platforms. The group aims to identify and remove any non-human activity on social media platforms, and create a central hub where reporting and methodologies can be continually shared and improved upon. Regular monthly calls and quarterly meetings will be held to discuss best practices, and members will organize and participate in panels at ad industry events.
To create the BFPC, Influential and its charter members turned to Trustworthy Accountability Group (TAG), which works to eliminate fraudulent digital advertising traffic, combat malware, fight ad-supported Internet piracy, and promote brand safety. These charter members include media agency OMD; entertainment agency WME; Oracle Data Cloud, which owns the Moat Measurement solution; consumer data giant IRI; and Lucidity, a blockchain technology that delivers real-time measurement to combat fraud.
Ryan Detert (pictured), CEO of Influential, explains: 'We're working toward setting the standards for what all marketers should expect from advertising platforms and vendors, when evaluating a campaign in its entirety. We're incredibly pleased that we're not alone in the fight against bot fraud, and our amazing charter members all bring unique capabilities and domain expertise to the table, which will help this council make substantial change throughout the industry'.
Web sites: www.tagtoday.net and www.influential.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.