“Black Heron” is a "performance-specific" plugin for ad networks and demand side platforms (DSPs) that enables examining and calculating any non-performing ads and click counts with any released online ad inventories. Black Heron is a completely new ad fraud blocking tool that is entirely different from any others. Not only does it identify 'Bot Frauds', Black Heron enables networks and DSPs to block fraudulent media in such ways as inducing intentional miss-clicks and producing ad impression fraud. Users out-putting fraudulent impressions unintentionally would also be blocked. By adding Black Heron, ad networks and DSPs are able to improve their performance. That is to say Black Heron lowers cost per acquisition (CPA).
It has proven successful in identifying 3-10% of non-conversion fraud impressions, and 8-15% of fraudulent clicks.
Momentum uses over 90 metrics other than above 4 metrics. We provide our original “Fraud Score” by integrating the results of those metrics and provide “Fraud Score” to networks. By using “Fraud Score”, networks can avoid fraudulent impression or click including BOT or users and medias which cannot produce conversion.
『Black Heron Through the use of Black Heron, ad networks and DSPs can expect to reduce CPA by 3-7%+.
・Momentum has over 90 metrics to detect Ad Fraud by study of browser-related technology and original algorithm
・Apply machine learning for Ad Fraud detection with massive ad delivery data(i.e. precision enhances every day)