Cheq raises $5M for a proactive, AI-driven approach to safe ad placement – TechCrunch

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Whereas model security and fraud prevention have been massive matters within the on-line advert trade over the previous couple years, Cheq CEO Man Tytunovich argued that “first technology options for advert verification” aren’t ok.

The issue, Tytunovich stated, is that present merchandise use sampling to alert advertisers to points “after the very fact.” Examine this to bank card fraud — if the bank card firm solely alerted you lengthy after the fraud had occurred, “You’re not going to be pleased with that sort of reply.”

At Cheq, Tytunovich and his workforce have developed an method that he calls “autonomous model security” — the concept is that when an advert is being served, Cheq can detect whether or not it may be a fraudulent impression that can solely be seen by bots, or if it’d present up subsequent to content material that a model doesn’t need to be related to. If there’s a difficulty, Tytunovich stated, “We block [the ad] from being served in actual time.”

Beforehand, advertisers arrange their very own advert placement pointers, and afterwards, they’ll see the explanation why particular person adverts didn’t get served.

Cheq is saying that it has raised $5 million in Collection A funding led by Battery Ventures . Tytunovich stated that 80 % of the Cheq workforce consists of builders, and that a lot of the funding will go in direction of additional product improvement.

If the Cheq method actually is so significantly better, why aren’t larger, better-funded corporations doing the identical factor? Tytunovich pointed to his expertise, and his workforce’s expertise, within the Israel Protection Forces, the place he stated “they train you to compensate for an absence of scale, of manpower, by specializing in automation and velocity.”

Equally, Tytunovich stated that at Cheq, “the secret is velocity.”

“Lots about our underlying expertise lies across the velocity of the info crunching,” he added. “We have a look at round 700 knowledge parameters per impression … We want to have the ability to take all that knowledge, analyze it and do it in actual time.”

Cheq has places of work in Tokyo, New York and Tel Aviv. Tytunovich stated it’s at present centered on the American and Japanese markets — clients listed on the Cheq web site embody Coca Cola, Turner and Mercedes-Benz.

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