Kantar and Realeyes in Anti-Fraud Partnership

Kantar has announced a partnership with computer vision and attention measurement specialist Realeyes, integrating the latter's Verify identity recognition software into the former's anti-fraud software QubedAI.

Powered by deep neural networks, QubedAI processes the historical interactions of each user on Kantar's platform in the space of 100 milliseconds to determine whether a panellist is fraudulent and needs removing. Realeyes' Verify, now embedded in this, uses 'lightweight' facial verification to fight bots and tackle user fraud, and is said to work 'dramatically better than CAPTCHA and other solutions'.

The combination of the two will help users validate that survey respondents are real people, whether in the proprietary access panels managed by Kantar's Profiles division, or in data from third party panels. Kantar says its research indicates survey professionals discard on average up to 38% of the data they collect due to low quality, duplicate respondents and panel fraud, and claims its own QubedAI system is catching 84.5% of fraud pre-survey compared to an industry average of 32.2%.

Additional specific benefits of the integration will include pre-survey selective respondent validation; reduced usage of IP de-duplication rules, which negatively affect mobile IPs; the addition of a QubedAI training tool for validating decisions, using age and gender verification capabilities; and account protection for Kantar-owned LifePoints and Qmee panellists.

Kantar Profiles CEO Caroline Frankum (pictured left) comments: 'Panel fraud is becoming increasingly sophisticated. We constantly innovate to stay one step ahead of criminals and to ensure the integrity of our clients' data... This unique and powerful collaboration extends our leadership in data quality and validates our position as an indispensable brand partner to the world's biggest companies'. Qi Wang, the division's Chief Data Scientist, says proof-of-concept trials completed in November were 'successful in identifying 96.2% of duplicate respondents, bots, and hacking with only a 0.67% false positive rate on duplicates across Kantar's owned panels, the Open Exchange, and third-party sources'. Wang hints that facial recognition technology could be used in future as an additional layer to keep Qubed ahead of the game.

Realeyes CEO Mihkel Jä ätma (pictured right), CEO for Realeyes says his company is 'the only fully Responsible AI for computer vision, thanks to the world's largest dataset of 12 million GDPR-compliant, user-consented videos'. He adds: 'Our partnership with Kantar will eradicate the growing fraud and quality issues that are holding back the survey industry. Together we will set a new standard for survey quality, greatly improving the $1 trillion+ in business and marketing decisions organizations make annually'.

Web sites: www.kantar.com and www.realeyesit.com .

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