IBM | June 24, 2021
IBM Watson Advertising (NYSE: IBM) today announced a research initiative that will apply open-source AI technology, developed by IBM, to better understand how prevalent unwanted bias is in advertising, while simultaneously laying the foundation for potential mitigation. This work aligns with IBM Watson Advertising's overarching mission to make AI the catalyst for improving solutions, services and trust in the advertising ecosystem, and builds upon IBM's leadership in transforming business across industries with AI.
The advertising industry is undergoing a major transformation, with changes to privacy regulations and increased demand for transparency fueling the emergence of AI as the industry's new technology backbone. As brands rebuild amidst this transformation, the timing is ideal to address the persistent problem of unwanted bias in advertising, evidenced by a study conducted by the Geena Davis Institute on Gender in Media, which found male characters appeared in advertisements 12% more than females. This while women-led and gender-balanced videos yielded 30% more views than other videos, revealing a demand for more inclusive content.
Unwanted bias in advertising has the potential to negatively impact consumers who may miss out on an economic opportunity or feel targeted based on stereotypes, while also negatively impacting brands that may experience poor campaign performance. The aim of the IBM Watson Advertising research is to drive a deeper understanding of the factors leading to unwanted bias in advertising and how AI can help, spanning audience segmentation, creative messaging, performance optimization and campaign impact. Armed with this information, marketers and IT vendors may be able to develop a roadmap for the responsible use of AI to reduce unwanted bias and more effectively create and execute campaigns.
"We find ourselves at a moment in history where a long-overdue discourse on socioeconomic inequalities is dominating the national agenda and compelling action," said Bob Lord, Senior Vice President, Worldwide Ecosystems at IBM. "Our hope is that AI can be the catalyst for reducing unwanted bias in advertising, just as it is helping to transform the advertising industry as it rebuilds for an era without third party cookies. Through this research we are taking an important first step toward that goal, applying scientific rigor to determine just how big of an impact AI can have."
Mintegral | November 10, 2020
Mobile advertising platform Mintegral has announced that it now supports SKAdNetwork, Apple's official attribution solution, becoming one of the first mobile ad platforms in China to do so. Publishers and developers partnered with Mintegral can still get accurate installation attribution through SKAdNetwork, even after Apple deprecates IDFA. In June this year, Apple announced several new user privacy features at the Worldwide Developers Conference (WWDC), one of which was that starting with iOS 14, app developers will need to obtain explicit user consent before they can access the Identifier for Advertisers (IDFA). The news drew significant reactions from the entire mobile advertising ecosystem. IDFA is a random identifier assigned by Apple to individual devices, just like Google's GAID, which allows advertisers to target and track users' behavior more accurately to measure the effectiveness of their ads and help them decide how to better allocate their advertising budgets. From IDFA being enabled by default, to requiring user consent for iOS 14, Apple's move in its current format is bound to greatly increase the likelihood of users disabling IDFA. Although Apple has delayed its planned privacy changes to IDFA, targeted advertising effectiveness is projected to decrease in the foreseeable future. As a result, an increasing number of mobile advertising platforms are looking for alternative solutions, with SKAdNetwork being generally considered as one of the more optimal alternatives.
Kubient | December 04, 2020
Kubient, the cloud advertising marketplace center that enables advertisers and distributers to reach, adapt and interface their crowds productively and adequately, today reported the ID of already undetected fraudulent synthetic network (SynthNet) designed to introduce online or PC created traffic as real versatile application traffic coming from premium application distributers. The SynthNet fraud was recognized through Kubient's Artificial Intelligence (KAI), an in-stream ad-fraud prevention tool that utilizations design acknowledgment and gadget scoring to get and distinguish misrepresentation before it occurs. The outcome was a lot of deceitful site and PC traffic being communicated that professed to come from versatile sources like The Washington Post, Weather Underground, and a combination of applications in different classifications, for example, gaming, diversion, utilities, shopping, and food.
SynthNet is a Central Control System (CCS) bot, which means it doesn't contaminate gadgets or settle on decisions from outsider organizations, but instead it is conveyed straightforwardly by the fraudsters on their own frameworks. These troublemakers use it to sell fake traffic as a video advertisement situation which offers a higher payout to the distributer contrasted with customary showcase publicizing. To send SynthNet everywhere scale and have wide immersion over the United States, SynthNet utilized a Cloud Service Broker (CSB). The administration empowered SynthNet to be conveyed over various cloud suppliers, for example, AWS, Google and Azure without requiring an immediate record with the administrations and it permits them to proceed to work and send on the off chance that they are handicapped from any single supplier.