On Device Research launches ‘Behaviour Trap’ system to catch overactive and fraudulent survey respondents
On Device Research has today unveiled its new respondent quality and fraud prevention system ‘Behaviour Trap’ to enhance the quality of data provided to the world’s leading brands, advertising agencies and media owners.
The market-leading system, initially trialled for three months, has proven to increase the quality of respondent data by 30 per cent in the UK and 40 per cent in the USA compared to the programmatic survey market average.
Behaviour Trap programmatically scores respondents’ quality by ingesting different indicators which influence the quality of a respondent, such as biometric data captured from the mobile device, app usage behaviour, demographic profile information, and negative reconciliations from survey exchanges. The data is then processed in real time and machine learning is applied, to give respondents a quality score in real time.
The live system automatically catches fraudulent respondents, limits the participation of overactive survey participants, and has the ability to respond to the evolving threat of bad actors.
Available exclusively through On Device Research’s ‘Curious Cat’ app, Behaviour Trap ensures industry-leading data quality for both On Device Research’s advertising effectiveness surveys and programmatic survey responses. The company says over three million surveys will have been completed by the end of 2021 and anticipates more than five million will be undertaken in 2022.
Alistair Hill, CEO and co-founder, On Device Research, commented: “Launching our ‘Behaviour Trap’ system allows us to stay ahead of the evolving threat of fraudulent survey respondents and ensure our clients make decisions based on the best quality data possible. The sophistication and evolving nature of the survey fraudsters needs a sophisticated and evolving system to combat it.
“By using the mobile devices sensors and an adaptive system that understands behaviour in real time we can ensure quality survey data is collected on an on-going basis.”
This was posted in Bdaily's Members' News section by On Device Research .
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