Global Mobile Advertising Company Releases a Compliance Solution After Successful Beta Period
WeQ, a leading global mobile advertising company, officially launched its proprietary mobile advertising compliance solution, WeQ SHIELD. After a successful beta period, WeQ SHIELD is fully integrated on all client campaigns, in order to fight the many different and emerging forms of malicious traffic.
Mobile ad spending is growing and valued at over $75 billion globally, according to Forbes. RetailDive reports that fraud rates have almost doubled since 2017, and Juniper Research estimates that ad fraud will cost advertisers $19 billion in 2018. Advertisers are facing increasingly limited inventory to spend budget, while demand continues to grow, resulting in a huge opportunity for non-compliant traffic providers to steal from advertising budgets across the supply chain.
WeQ believes that in-house tools can better equip account teams to proactively monitor data for clients, allowing them to identify and prevent the risk of fraud impacting campaign performance. WeQ SHIELD is the company’s solution to protecting its mobile advertising clients.
Sven Lubek, Managing Director at WeQ, said: “WeQ SHIELD is based on AI technology, which unlike other manual or statically automated systems in the market today, uses machine learning to constantly adapt our mechanisms for detecting suspicious behaviour. This uniquely empowers our team to take immediate action in the increasingly complex and growing fight against fraud.”
Over the past several months, WeQ’s compliance team has worked with clients to understand their perspective, in order to build a comprehensive solution that meets compliance needs, while acting preventatively on fraud challenges in the mobile ad industry.
WeQ SHIELD monitors all client traffic proactively for suspicious patterns and non-compliant behaviour, based on a set of performance KPIs and compliance benchmarks set in advance with each client. The solution flags any deviations from the set benchmarks, lays out strategies to block any unwanted traffic, and develops methods to prevent any future offences on a sub-source level. WeQ Shield also contains interactive dashboards and visualisations. These help account managers drill down into campaigns at the sub ID level to take data-driven actions based on different compliance metrics, thus reducing risk for advertisers. This is extremely important for our account managers as they are fully dedicated to proactively act on anything that could threaten our advertisers’ campaigns.
Lubek continued: “We have gathered an expert team of data scientists and business intelligence specialists who use machine learning to comb through hundreds of millions of events and data points daily such as installs, post install events, traffic distribution, and device and operational system variations. This builds a knowledge base that helps predict and take action against any malicious behaviour.”
The algorithm of WeQ SHIELD takes the combination of hundreds of variables into consideration such as click to install time, behavioural data and conversion rates.
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