About
I am the co-founder and CEO of eZanga.com and Anura.io. With 31 years of digital…
Articles by Rich
Contributions
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How do you leverage AI and machine learning to detect and prevent programmatic ad fraud in real time?
Yes, AI and ML can scan through tons of data to find patterns of fraud, but nothing can replace human expertise to interpret the findings. The UNTOLD truth about Programmatic fraud: In the programmatic world most DSP's use a prebid solution that helps identify fraud. However, they only use a couple of data points, known as a GIVT filter. To catch sophisticated fraud you need to use an SIVT filter, which is performed via JavaScript and can only be done after that ad is rendered. GIVT will, in programmatic, will catch about 1% - 3% of the requests as fraud. However, using a solid SIVT filter you can catch an average of 50% fraud! So, no matter how much AI and ML you use on a prebid system, does a prebid filter really help? No.
Activity
Experience
Licenses & Certifications
Volunteer Experience
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Founding Board Member
Responsible Enterprises Against Consumer Harassment (R.E.A.C.H)
- Present 1 year 10 months
R.E.A.C.H. – a Mutual Benefit Corporation – is the dawn of a new era where responsible enterprises pursue a common objective of ensuring that consumers receive those calls which they have actually consented to and restore consumers’ ability to answer their phone. R.E.A.C.H. has been formed to advance the interests of direct-to-consumer marketers by:
i) establishing guidelines, best practices and protections for such companies in order to prevent fraudulent lead sales and reduce the…R.E.A.C.H. – a Mutual Benefit Corporation – is the dawn of a new era where responsible enterprises pursue a common objective of ensuring that consumers receive those calls which they have actually consented to and restore consumers’ ability to answer their phone. R.E.A.C.H. has been formed to advance the interests of direct-to-consumer marketers by:
i) establishing guidelines, best practices and protections for such companies in order to prevent fraudulent lead sales and reduce the industry-wide damage caused by unwanted robocalls;
ii) working to increase contact rates and lower carrier resistance to direct to consumer marketing traffic; and
iii) providing education regarding, and advocacy to limit, unfair litigation and media attention targeting such marketing companies. -
Board Member
LeadsCouncil
- 5 years
Working on the board to help build and maintain a trusted association of vendors, buyers, and sellers adhering to industry best practices. This term I am helping to address the issue of Ad Fraud.
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Advisor
MegaplanIT
- Present 8 years 4 months
MegaplanIT is an industry expert in cybersecurity testing, compliance and managed security services, working with businesses of all sizes to protect their brand, grow their value and improve their reputation as the threat landscape evolves around them.
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Official Member
Forbes Technology Council
- 1 year 1 month
Science and Technology
Forbes Technology Council Is An Invitation-Only Organization For Senior-Level Technology Executives. Members are respected tech leaders and executives — CEOs, CIOs, CTOs, and others — selected for the council based on their deep knowledge and diverse experience in the industry.
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Ad Ops Council Member
IAB
- 2 years 2 months
The Ad Ops Council is dedicated to improving the operational efficiency of interactive advertising. Ad Ops Council working groups regularly include agency-side representatives to help improve communication, understanding, and work process in many areas of the buyer-seller relationship.
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Advertising Technology Council Member
IAB
- 2 years 2 months
The mission of the Advertising Technology Council is to develop and foster the adoption of technical guidelines and specifications that will reduce costs, open new marketplace opportunities, and ensure the long-term growth of the digital advertising industry.
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Board Member
LeadsCouncil
- 1 year 1 month
Worked on the board to help build and maintain a trusted association of vendors, buyers, and sellers adhering to industry best practices. While on the board I also worked on the Technology committee to help develop and understand the potential of producing a Do Not Call solution for members.
Honors & Awards
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Titan 100 Award
Titan CEO
The Titan 100 is shaping the future of Philadelphia’s business community by building a distinguished reputation that is unrivaled and preeminent in its field. We proudly recognize the Titan 100 for its successes and contributions. We know that they will have a profound impact that makes an extraordinary difference for their customers and clients across the nation.
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Ernst & Young Entrepreneur of the Year
Ernst & Young
The Entrepreneur of the Year program, founded by EY, has recognized the endeavors of exceptional men and woman who create products and services that keep our worldwide economy moving forward.
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15th Fast Growing Advertising & Marketing Company in the US
Inc 5000
We were the 4th fastest growing company in the Philadelphia region.
We were the 193rd fastest growing company in the US. -
Inc 5000 - 5 Years in a Row
Inc 5000
We made the Inc 5000 list 5 years in a row from 2008 - 2012.
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Serial Entrepreneur
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Built 4 Multi-Million Dollar Companies bootstrapping.
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