Nigel Bridges and Stewart Boutcher, founding CEO and founding CTO & data lead respectively at Leeds-based Beacon, will deliver a talk titled: ‘Humanity Detection in Digital Advertising, Utilising Smart Ledgers’ at the Financial Services Club event, which is due to take place from 4pm on Tuesday 30th March via GoToWebinar.
Led by Professor Michael Mainelli, executive chairman of Z/Yen Group, the webinar will cover a range of key topics, including:
The prevalence of click fraud in digital advertising campaigns.
The economic, technical and societal impacts of digital advertising fraud.
The scope for humanity detection in other industries and market sectors.
Beacon combines three innovative technologies – artificial intelligence, digital journey mapping and smart ledgers – to create a digital humanity determination platform that can help to significantly reduce the level of non-human sources that are committing ad fraud online.
It was for this work and Beacon’s Veracity project with Innovate UK – the UK’s innovation agency – that the firm recently won the Tech Nation Rising Stars 3.0 Cyber Award, which recognises the country’s best cyber security companies.
Speaking ahead of the event, Nigel Bridges said: “In 2020, global advertising spend was expected to reach £228 billion, generating an estimated £1.84 trillion in sales revenue. However, digital marketing campaigns are subject to average losses of 30% due to fraud and missing clicks – and, in some extreme cases, enterprises have reported that 50% or more of their clicks come from bots. Such activity, often referred to as ‘click-fraud’, means many companies are losing significant amounts of their marketing spend to non-human traffic – often completely unknowingly. It is important, therefore, for business leaders to understand the extent of the danger that ad fraud poses to their online campaigns, and how platforms such as Beacon can help them turn the tide on bot clicks.”
Professor Michael Mainelli, Executive Chairman of City think-tank Z/Yen Group, adds: “Online advertising is growing at 15% to 20% per annum and is already approximately half of total global advertising. The technology to crush ad fraud exists. Surely the time has come to crush fraud as online advertising enters full adulthood?”
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