OpenX Debuts New Ad Quality Platform

Los Angeles-based online advertising technology developer OpenX said today that it has launched a "next generation" traffic quality monitoring platform, which it is using to help eliminate fraud in programmatic advertising. OpenX said its new platform detects and blocks suspicious activity in its network using big--data analysis, and also ties into human review. The company said the newest software now also includes ad code on a publisher page, which lets the company detects type of fraud which would be difficult to catch using only big data approaches.