OpenX Opens New Front on Fraud, Takes Battle to User’s Browser

Programmatic audience exchange OpenX today unveiled a more aggressive method of tracking the quality of online audience impressions sold through its exchange, taking the battle from a publisher’s page to a user’s browser. The new generation of its so-called “Traffic Quality Platform” relies on directly integrating tags on publishers pages that can detect when suspicious browser activity lands on them, and then automatically filtering out user traffic deemed fraudulent or of insufficient quality.

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