Comscore Gets Patent for IVT / Fraud Detection

Comscore has received a US patent covering its process for detecting fraudulent or invalid traffic (IVT) based on analysis of known fraudulent traffic in a control group.

The technology identifies characteristics from the control group, which are then used to identify IVT in a set of measured traffic - for example, views of an online ad, or page visits to a web site. By removing the invalid traffic and adjusting click-through rates, Comscore says it is able to provide advertisers with 'more accurate and reliable measurement' of the performance of advertising campaigns.

In 2016, Comscore was awarded MRC accreditation for its Sophisticated Invalid Traffic (SIVT) detection and filtration methodology, for both desktop and mobile traffic. This includes Media Metrix Desktop and validated Campaign Essentials (vCE) for desktop and mobile web; and in 2017, accreditation was extended to include vCE in mobile application environments.

CEO Bill Livek (pictured) comments: 'This latest patent builds on Comscore's superior IVT detection capabilities and adds to the strength of our industry-leading technology'.

Web site: www.comscore.com .