Distinguishing humans from bots has become a pressing problem, especially when it comes to fraud. Experian has acquired NeuroID planning to leverage its behavioral analytics in support of the Experian fraud risk suite. In particular, NeuroID is seen as helping combat AI-powered fraud through its detailed analysis of user behaviors as simple as form-filling.
Open AI shared its safety scorecard for recently released LLM GPT-4o, revealing that it scored “low” in preparedness categories such as defending against cybersecurity threats. OpenAI is also moving to mitigate risks associated with generation of copyright content and “disallowed” (erotic/violent) content as well as unauthorized voice generation. More broadly, the scorecard illustrates how risky advanced LLMs can be without adequate governance and guardrails.
IP addresses are not stable identifiers for households. Through its new Performance Suite, FreeWheel will combine buyer’s first-party IDs, permissioned IDs from a network of premium publishers and leading identity graphs to improve targeting without sacrificing reach. The Performance Suite solutions are designed for activation through Beeswax, FreeWheel’s DSP.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.