NEW YORK--(BUSINESS WIRE)--Xaxis, the world's largest programmatic media and technology platform, announced today the launch of Xaxis Prime, the ad industry’s first fully programmatic product to guarantee human viewership for advertisers’ digital brand campaigns. Developed to address the proliferation of fraudulent tactics dragging down the reliability of open exchange inventory, Xaxis Prime extends beyond pre-bid analysis and post-campaign blacklisting to dynamically identify and block robot traffic and suspicious sites as campaigns are running.
Xaxis Prime is powered by a multi-stage evaluation engine, which combines the company’s existing fraud prevention safeguards with several new technologies, including a proprietary, human verification tool. This tool, fueled by internal and partner technology from Adara, Solve Media and Moat, enables Xaxis to create proprietary audience segments of visitors who have answered CAPTCHA, completed transactions or demonstrated specific human behaviors such as creative engagement and social sharing. These segments are then cross-referenced in the Xaxis data management platform (DMP) against pre-bid impression evaluations and post-bid analysis of traffic metrics providing the highest assurance of human traffic in market today.
At rollout, Xaxis Prime delivers a no-fraud guarantee across the Xaxis Marketplace consisting of the largest premium publishers with integrated third party verification provided by Integral Ad Sciences. In addition to the proprietary human verification tool, Xaxis Prime guarantees 90% viewability, 95% Brand Safety and includes ongoing audits of all inventory, pre-bid impression evaluation, post-campaign reporting to validate inventory and audience that was acquired.
“Xaxis Prime represents the next step in our ongoing efforts and investment to combat digital ad fraud and ensure our clients achieve the highest possible real performance,” said Larry Allen, SVP of Business Development at Xaxis. “Ad fraud is an international problem impacting both advertisers and publishers. With Xaxis Prime, brands get a simple and powerful guarantee for their digital brand advertising across the top premium publishers.”
Types of fraud Xaxis Prime protects against include botnets, ad insertion/redirection, CMS/OS hacking, robots designed to behave like humans and robot retargeting. In addition to helping advertisers, the new product introduces several powerful new tools for Xaxis’ publisher partners to ensure only humans are viewing their inventory. These include proprietary, internal detection processes and integrated third party verification tools. These tools enable Xaxis to provide feedback to publishers on the inventory posing the most risk, allowing them to identify the cause and eradicate it prior to selling to Xaxis or other buyers.
Xaxis is a global digital media platform that programmatically connects advertisers and publishers to audiences across all addressable channels. Xaxis combines proprietary technology, unique data assets and exclusive media relationships with the brightest team of audience analysts, data scientists and software engineers. Advertisers working with Xaxis achieve higher ROI from digital marketing campaigns. Publishers deliver relevant content and advertising to new and valuable audiences. Xaxis works with over 2,700 clients across 33 markets in North America, Europe, Asia Pacific and Latin America. For more information, visit www.xaxis.com.