Call it the resistance—advertisers against the machine. A new guarantee from WPP's Xaxis promises humans are viewing 95 percent of online ads, or your money back.
The ad trading technology platform is looking for signs that real people viewed online ads before billing clients. And checking for those vital signs behind billions of ads served was a technological challenge, according to Xaxis.
"All of the noise in the market around fraud and viewability and brand safety is a plague, if you will, on the ad industry," said Larry Allen, svp of business development at Xaxis.
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