Advances in AI and predictive analytics are using consumer scores to automate business decisions to predict things like risk and fraud. But concerns over fairness mean companies need to make scores transparent to consumers.
Digital advertisers know that media quality isn't a given with fraud and other nonviewable impressions plaguing the market for years. Tony Marlow, CMO at measurement firm Integral Ad Science, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the company's latest media quality benchmarks, what the industry's top priorities are for the year, and how viewable video is across devices.
A multilayered fraud prevention approach, which includes steps such as email address verification, confirming billing and shipping addresses, and limiting buyer purchase velocity, helps guard against the increase in fraud attempts. AI and machine learning have the ability to fight the rising tide of fraud while simultaneously providing a better CX.
The opportunity: OnboardConnect can help organizations digitize business onboarding, and tools like its credit risk assessment and fraud detection solutions can free up much-needed resources. The offering can help organizations save time, effort, and money when bringing on new business customers.