- WPP's Xaxis is fighting digital ad fraud by offering a money-back guarantee to brands that 95% of ad views will be from real humans -- not bots.
- To guarantee a human view, Xaxis' new program Xaxis Prime had to set measurements on actions only a human could perform like filling out a CAPTCHA and certain mouse movements.
- In addition to promising real people traffic, Xaxis is guaranteeing a 90% viewability rate.
While guaranteeing human interaction for brands won't necessarily stop the bot traffic, it will put advertising clients' minds at ease. The more agencies and ad platforms that take charge -- the more likely the industry will be able to overcome the bot problem.