SOURCE: Dstillery

Dstillery

May 30, 2014 09:00 ET

Dstillery Receives Patent for Detecting Ad Fraud

Solution Identifying Suspicious Websites Now Openly Available

NEW YORK, NY--(Marketwired - May 30, 2014) - Dstillery, the pioneer in audience targeting for brands, today announced it has received a patent for its fraud detection technology. The United States Patent and Trademark Office issued US Patent 8,719,934 B2 for Methods, Systems and Media for Detecting Non-Intended Traffic Using Co-Visitation Information. This proprietary technology works on behalf of marketers to eliminate wasted impressions by identifying fraudulent traffic. Specifically, it detects non-intentional traffic (NIT) based on co-visitation information and flags websites as suspicious to enable spurious traffic to be filtered out and to prevent ads from being served to fraudulent website visits. The Dstillery team behind the patent includes: Brian d'Alessandro, VP of Data Science, Rod Hook, CTO, Claudia Perlich, Chief Scientist, and Ori Stitelman, Senior Data Scientist.

Since 2012, the industry has seen an alarming level of traffic fraud, with reports estimating an annual cost to online advertisers of $400 million and indicating that one-third of all web traffic is NIT. Dstillery first discovered suspicious activity in 2011 based on alarmingly high co-visitation rates of seemingly unrelated sites. For example, an English language site about women's health was observed to share 80 percent viewership with a site about Chinese movies.

Dstillery's technology identifies and suspends buying impressions on sites with above average overlaps in viewership. Dstillery's customers have benefited from this technology since it became part of the Dstillery audience targeting solution in 2012.

"We remain a technology-first company dedicated to delivering real results, driven by real human behavior," said Tom Phillips, CEO of Dstillery and co-chair of the Interactive Advertising Bureau's (IAB) Traffic of Good Intent task force. "With other firms adopting this technology, we help establish greater trust and greater transparency for marketers using digital advertising. While it's just one step in the fight against fraud, it's an important one in delivering real value to the marketers we serve."

About Dstillery
Dstillery is the former Media6Degrees. We're at the forefront of advertising technology, pioneering new ways to create brand value for marketers by extracting signals from the complete consumer journey and activating them across all screens. We're building on five years of leading the data revolution in marketing to drive even greater impact for your brand. Dstillery was recently recognized by Forbes as one of America's Most Promising Companies and by Crain's NY as the #10 Best Place to Work. More info at www.dstillery.com.

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