On Device Debuts 'Behaviour Trap' Fraud Prevention Tool

London-based mobile research and sample specialist On Device Research has launched a respondent quality and fraud prevention system called 'Behaviour Trap', to enhance the quality of data provided to brands, advertising agencies and media owners.

Founded in 2009 by former M:Metrics execs Alistair Hill and Tim Cleminson, On Device uses proprietary technology to deliver targeted data from profiled global panels. The firm's new Behaviour Trap solution programmatically scores respondents' quality by ingesting different indicators which influence that quality, such as biometric data captured from the mobile device, app usage behaviour, demographic profile information, and negative resolutions from survey exchanges.

This data is then processed in real time and machine learning is applied, to give respondents a quality score and automatically catch fraudulent respondents and limit the participation of overactive survey participants. Available through On Device Research's 'Curious Cat' app, Behaviour Trap provides data quality for both the firm's advertising effectiveness surveys and programmatic survey responses.

Hill (pictured) commented: 'The sophistication and evolving nature of the survey fraudsters needs a sophisticated and evolving system to combat it. By using the mobile devices sensors and an adaptive system that understands behaviour in real time we can ensure quality survey data is collected on an on-going basis.'

Web site: www.ondeviceresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.