{"id":768,"date":"2013-08-28T23:07:55","date_gmt":"2013-08-28T23:07:55","guid":{"rendered":"http:\/\/v2.openx.local\/press-releases\/openx-launches-groundbreaking-real-time-traffic-quality-monitoring-system\/"},"modified":"2022-03-13T04:56:18","modified_gmt":"2022-03-13T04:56:18","slug":"openx-launches-groundbreaking-real-time-traffic-quality-monitoring-system","status":"publish","type":"press-releases","link":"https:\/\/www.openx.com\/press-releases\/openx-launches-groundbreaking-real-time-traffic-quality-monitoring-system\/","title":{"rendered":"OpenX Launches Groundbreaking Real-Time Traffic Quality Monitoring System"},"content":{"rendered":"\n<p id=\"yui_3_9_1_1_1389046885926_324\"><em><strong>Proprietary Dual Human and Automated, Real-Time Filtering Process Ensures the Quality of Impressions in OpenX Ad Exchange<\/strong><\/em><\/p>\n\n\n\n<p><strong>LOS ANGELES, August 28, 2013<\/strong>&nbsp;OpenX Technologies, Inc. (OpenX), a global leader in digital and mobile advertising technology, today announced the launch of a proprietary traffic quality system that sets a new standard for the digital advertising industry. The state-of-the-art system uses automated, real-time processes to quickly identify and filter out suspicious traffic, providing advertisers with a secure environment in which to purchase ad inventory. The development of the system underlines OpenX\u2019s commitment to maintaining the health and vibrancy of OpenX Ad Exchange, the Company\u2019s massive, global digital marketplace. The in-house OpenX team that oversees the system includes a highly experienced group of data scientists, quality analysts and developers.<\/p>\n\n\n\n<p>According to comScore, a material amount of Internet traffic is non-human.* The result of this invalid traffic is poor performance for advertisers and reduced confidence in online inventory. Historically \u2013 and still the norm throughout the industry \u2013 many ad exchanges have provided very rudimentary solutions to address this serious issue, simply flagging suspicious publishers and impressions for review sometimes hours or days after a transaction has occurred. In contrast, OpenX takes a much more rigorous approach by scoring and filtering traffic in real-time using advanced statistical techniques.<\/p>\n\n\n\n<p>This programmatic system complements the OpenX Supply Policy, which sets strict requirements for publishers seeking to participate in OpenX Ad Exchange. The combination of OpenX\u2019s automated filtration process with a rigorous human review of all new publishers ensures that inventory meets the quality expectations of buyers, most importantly by offering real content and strong user engagement.<\/p>\n\n\n\n<p>The OpenX team that designs and implements the Company\u2019s system is a rare mix of industry veterans with deep experience in traffic quality in both display advertising and paid search at companies including Yahoo!, Overture and Shopzilla. The team\u2019s members have extensive backgrounds in mathematics, distributed computing, data mining and fraud detection. Many members have Ph.D.s from leading universities, including California Institute of Technology, UCLA and University of Pennsylvania.<\/p>\n\n\n\n<p>\u201cGiven that we power and operate one of the world\u2019s largest ad exchanges, the quality of the inventory in our marketplace is of vital importance to OpenX and we\u2019re excited to announce the latest advancements in our traffic quality system,\u201d said Qasim Saifee, senior vice president, monetization platform, OpenX. \u201cWith this system, premium advertisers and their representatives can continue to buy with confidence.\u201d<\/p>\n\n\n\n<p>\u201cThe OpenX Ad Exchange takes significant steps to ensure the quality of inventory by combining offline scoring, real-time, and ad hoc techniques,\u201d said John Murphy, vice president, market quality, OpenX. \u201cIn addition to the clear benefits to advertisers, these steps also provide a meaningful measure of security to quality publishers so that they know that, in placing their inventory in the exchange, it will not be mixed in with non-human, low quality inventory. I\u2019m especially proud of the world-class team we\u2019ve built and am looking forward to working with them to continue innovating in this important area.\u201d<\/p>\n\n\n\n<p><strong>* comScore,&nbsp;<a href=\"http:\/\/www.comscore.com\/Insights\/Blog\/Battling_Bots_comScores_Ongoing_Efforts_to_Detect_and_Remove_Non_Human_Traffic\"><em>Battling Bots: comScore\u2019s Ongoing Efforts to Detect and Remove Non-Human Traffic<\/em><\/a><\/strong><\/p>\n\n\n\n<p><strong>About OpenX<\/strong><\/p>\n\n\n\n<p>OpenX is a global leader in digital and mobile advertising technology. OpenX\u2019s vision is to unleash the full economic potential of digital media companies. OpenX solutions provide a unique Software as a Service platform by combining ad serving, an ad exchange, which includes Supply Side Platform technology, and content valuation.<\/p>\n\n\n\n<p>OpenX Technologies, Inc., a wholly owned subsidiary of OpenX Software Ltd., is based in Los Angeles and is backed by leading investors including Accel Partners, Index Ventures, SAP Ventures, and Samsung Venture Investment Corporation.<\/p>\n\n\n\n<p>For more information, please visit&nbsp;<a href=\"http:\/\/www.openx.com\/\">www.openx.com<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"template":"","meta":{"_acf_changed":false},"categories":[],"tags":[22,45,18,46,24,28],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>OpenX Launches Groundbreaking Real-Time Traffic Quality Monitoring System<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.openx.com\/press-releases\/openx-launches-groundbreaking-real-time-traffic-quality-monitoring-system\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"OpenX Launches Groundbreaking Real-Time Traffic Quality Monitoring System\" \/>\n<meta property=\"og:description\" content=\"Proprietary Dual Human and Automated, Real-Time Filtering Process Ensures the Quality of Impressions in OpenX Ad Exchange LOS ANGELES, August 28, 2013&nbsp;OpenX Technologies, Inc. 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