mFilterIt Blogs

Using Artificial Intelligence to detect real humans



AI powered ad-fraud detection and protection helps advertisers to build a wall of defence.

The ad-fraud suite for app as well as web platforms by mFilterIt does real time pattern analysis of events and engagements to detect fraudulent performance.

In a typical anti ad-fraud solution a post-mortem analysis is done on the events to draw patterns and identify fraud.  The engagements which show expected behaviours are marked ‘Not Fraud’.  In such solutions one doesn’t really require advanced data science techniques or the power of machine learning as well as any AI engine.  One can analyse the data dumps and figure out genuine versus fake patterns.  A logic check is required to be done on the data which can be very well served through any spreadsheet application, let’s say advanced MS-Excel functions.  Of course, one needs to capture the right data points and for that it may require some integrations with the mobile or web applications to be analysed.

The game changes when one wants to go up the challenge and start building a protection layer, which can do an analysis on-the-go and block any potential invalid engagement.  The tech requirements changed dynamically, hence the architecture.

mFilterIt has always been focusing on ease of integration.  For us to deploy ad-fraud monitoring and protection, it is a simple java script integration or an SDK integration depending on the whether its an app or web deployment as well as how deep protection is required.  SDK integration makes it a data rich integration helping our data analysis engine to throw up some of the unique analysis of events.

Our solution uses data analytics, real-time computing services and cognitive logic to offer of the best ad-fraud detection.  The internal analysis shows that we can detect average 22% more ad-fraud over and above the industry benchmark comparing other solutions available in the market.  This is not just our analysis, but jointly done with some of our anchor customers.  We also perform more than 70 checks to uniquely identify the origin of an event including that of coming from a real human.

All this is powered by the set of unique data points we capture as well as real-time compute possible due to our lean on-prem architecture where we securely connect any application with our cloud-based solution for computation.  What is even more important is the layer of artificial intelligence built over it which equips the suite will all cognitive power.  This is very core to the architecture of the solution as all the thinking ability is designed and structured in it.  As soon as the data starts shoring our servers, the ‘brain’ of the solution which is based on proprietary algorithms using AI starts drawing patterns to segregate real versus fake, human versus BOT.

As a version 2.0 of the solution, we have taken it to the proactive stage, where we can validate the integrity of the click and basis the results it can be blocked much before the event occurs.  This helps mFilterIt ad-fraud suite to protect proactively rather than post-mortem analysis only.  It may sound easy to read, but its very complicated in architecture and implementation.  As a technology architect, I can vouch that independently that its one of the most complex solutions that I have come across my career.  However, we have always ensured to keep the integration as simple as possible.

Taking ad-fraud to this level is another game changer.  Many of the advertisers, who rely heavily on non-affiliate marketing would find using any ad-fraud solution less effective as payment is pre-paid on such platforms and recovering the money after establishing any fake engagement is cumbersome.  With click integrity capability, advertisers can take a call much in advance where to spend.

Our journey of more than 5 years at mFilterIt where we have saved over $150 million and validated over 10 billion events for our happy and satisfied customers across the world, the brain of the solution has been one key differentiator.  Just like any human being, where you may acquire similar skills but cannot always replicate the capabilities which are powered by the thinking ability, mFilterIt’s ad-fraud suite also thinks much ahead thanks to its cognitive power based on artificial intelligence engine, where it can distinctively differentiate between a real unique human engagement and a BOT.

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