Ad verification tools are designed to ensure that digital advertisements meet specified criteria and standards. These tools help advertisers and publishers verify that their ads are being displayed in the intended manner, context, and environment. They check for issues such as ad fraud, viewability, brand safety, and compliance with targeting parameters. By providing detailed reports and analytics, ad verification tools help optimize ad performance, ensure transparency, and protect the integrity of advertising campaigns.
Gartner defines the OFD market as the market for solutions that detect and prevent fraudulent actions within digital channels (browsers and mobile apps). OFD solutions provide a spectrum of capabilities within digital channels to prevent direct and indirect financial losses and to mitigate risks. Their core capabilities: Mitigate the activity of malicious automated bots; Detect account takeover (ATO) attacks and trigger remedial actions; Detect fraudulent activity in high-risk events along the digital customer journey, such as when customers make payments, transfer funds, perform account management actions or access personally identifiable information (PII).
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Gartner defines user authentication as the journey-time process that provides credence in a claim to an identity established for a person for access to digital assets. User authentication is delivered by some combination of (a) an authenticator, (b) signals evaluation and (c) an authentication decision point, which may be from different vendors. User authentication is used to provide credence in an identity claim for a person already known to an organization. The credence must be sufficient to bring account takeover (ATO) risks within the organization’s risk tolerance. User authentication is foundational to and protects the value of other functions with an organization’s identity fabric, namely: runtime authorization, especially segregation of duties (SOD); audit (individual accountability); and identity analytics.