Local Corporation Engages Fraudlogix to Expand Protective Measures to Ensure Traffic Quality
October 27 2014 - 7:30AM
Business Wire
Joins Forces with Industry Leaders to Enforce
IAB’s “Anti-Fraud Principles”
Local Corporation (NASDAQ:LOCM), a leading local search and
advertising technology company, today announced that it has engaged
Fraudlogix, a leading online advertising fraud detection company,
to further ensure traffic quality for display ads running on its
Owned and Operated properties and Network.
“We take traffic quality very seriously and remain laser focused
on protecting our advertisers from the persistent efforts of
sophisticated third parties intent on defrauding them. This type of
activity not only dilutes ad inventory value and monetization, but
weakens the core foundation of the advertising model we’ve worked
so hard to build. Once we can significantly reduce the monetization
of fraudulent traffic and prevent this traffic from being sold,
only then will we be able to successfully prevent it altogether,”
said Fred Thiel, Local Corporation chairman and chief executive
officer. “We continue to be focused on protecting our advertisers
and look forward to working with Fraudlogix and the industry to
support IAB’s efforts to combat fraudulent traffic practices and
create real-world preventative solutions.”
Local Corporation and Fraudlogix are both members of The
Interactive Advertising Bureau’s (IAB) Trustworthy Supply Chain
Management Group, bringing together industry stakeholders to focus
on eliminating fraudulent traffic, combatting malware, fighting
Internet piracy, promoting brand safety through greater
transparency and creating accountability in combatting
non-intentional traffic from non-human actors.
IAB recently released its “Anti-Fraud Principles” that outline
the fundamental need to stop the fraud where it begins and root
poor quality ad traffic out of the system once and for all. The
principles, which consist of three tenets meant to push
poor-quality ad traffic out of the programmatic eco-system,
include: fraud detection, source identification and process
transparency.
“Fraudulent traffic practices are pervasive and pose challenges
for the industry as a whole. In fact, The Wall Street Journal
recently reported that approximately 36 percent of traffic
generated online is considered fake. As a result, we must take the
necessary critical steps to elevate the entire industry discussion
and create awareness of this major issue. It is only by leveraging
our strength in numbers and creating innovative solutions that we
will begin to move the ball,” said Hagai Schecter, Fraudlogix chief
executive officer. “We are pleased to be working with Local
Corporation and other companies to continue implementing solutions
that are effective and affordable for the supply side with the
ultimate goal of eliminating traffic fraud indefinitely.”
Currently, Local Corporation utilizes the Fraudlogix fraud
detection service that empowers the company to reliably detect and
prevent fraudulent traffic sources and impressions for display ads,
and therefore, protect advertisers in real-time using its traffic
quality scoring system for publisher sites’ domains.
About Fraudlogix
With offices in the U.S. and Israel, Fraudlogix is a privately
held company which is currently protecting some of the largest
online brands against the risks associated with purchasing
fraudulent traffic. Fraudlogix provides solutions for advertisers
in the following environments: RTB/Programmatic Buying, Video,
Display, Mobile, Click, Conversion (Pay Per Lead/Registration, Pay
Per Sale and Pay Per Install). Visit Fraudlogix.com for additional
information, announcements, and industry news.
About Local Corporation
Local Corporation (NASDAQ:LOCM) is a leading local search and
advertising technology company that aggregates and curates the most
relevant and rich personalized content and presents it to millions
of consumers wherever and however they search for information,
while providing significant reach and value to the company’s
advertisers and partners. For more information, visit:
http://www.localcorporation.com or visit the company’s flagship
site: http://www.local.com. To download the company’s Havvit™
shopping app, go to: iTunes® (http://bit.ly/1d8Y111).
Forward-Looking Statements
This press release contains certain forward-looking statements
that are based upon current expectations and involve certain risks
and uncertainties within the meaning of the U.S. Private Securities
Litigation Reform Act of 1995. Words or expressions such as
"anticipate," "plan," "will," "intend," "believe" or "expect'" or
variations of such words and similar expressions are intended to
identify such forward-looking statements. These forward-looking
statements are not guarantees of future performance and are subject
to risks, uncertainties, and other factors, some of which are
beyond our control and difficult to predict and could cause actual
results to differ materially from those expressed or forecasted in
the forward-looking statements, including our future ability to
monetize our patents through licensing efforts with third parties,
and our ability to overcome any challenges that may be posed as to
the validity of our patents. Key risks are described in the filings
we make with the U.S. Securities and Exchange Commission. The
forward-looking statements in this release speak only as of the
date they are made. We undertake no obligation to revise or update
publicly any forward-looking statement for any reason. Unless
otherwise stated, all site traffic and usage statistics are from
third-party service providers engaged by the company. Traffic and
our monetization of that traffic combine to determine our revenues
for any given period. Our traffic volume alone for a period should
not be viewed as demonstrative of our financial results for such
period.
Investor Relations Contact:LHAKirsten Chapman,
415-433-3777local@lhai.comorMedia Relations Contact:Local
CorporationCameron Triebwasser,
949-789-5223ctriebwasser@local.com
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