founded 2009 founder anthony rushton russell irwin beau chesluk headquarters london england area served worldwide key people anthony rushton ceo russell irwin cto beau chesluk coo alex frith cfo number of employees 54 1 website telemetry.com telemetry is an independent online advertising security and optimization firm with offices in london and new york city . contents 1 history 2 methodology 3 investigations 4 clients 5 references 6 external links history edit telemetry was founded in 2009 by anthony rushton russell irwin and beau chesluk . 2 the three began collaborating in 2001 when they created branded online video games under the name jaildog . 3 4 they launched the online tv station wedigtv in 2007 5 winning a 2008 international interactive emmy award for best international interactive tv network . 3 6 in order to get telemetry off the ground rushton irwin and chesluk each invested 10 000 of their own money . 2 within two years of its launch the company was valued at 175 million . 2 telemetry s system was initially developed exclusively for video embedding code into an online video to record click through and mouse activity in real time . 1 in 2012 the company expanded into display and other forms of online advertising . 7 methodology edit telemetry is a private company working independently with online digital video advertisers and agencies to provide impartial detailed analytics and auditing in real time . the company tracks the efficiency and exposure gained by online digital advertising campaigns in order to ensure accountability and determine the true value of the campaign exposing inflated reach and impressions . it investigates whether or not the ads were delivered on a suitable website to the desired market alongside the intended type of content . 8 9 previously advertisers had to rely on biased analytics from the vender essentially reporting on themselves or traditional ad server statistics which had not been designed to track online digital video advertising campaigns . 8 10 telemetry has advised that in programmatic buying when ads are bought and sold on a per impression basis the ways impressions are counted to set the price can be misleading . ads purchased for pre roll are sometimes placed instead into banner video ads which are typically muted by the viewer but still counted as if they were pre roll impressions . 10 11 telemetry encourages advertisers to be diligent in demanding details of placement quality to ensure their ads are running in the proper space at the proper time 10 and that the impressions they are trading are genuine impressions . 12 telemetry has occasionally facing criticism for bypassing media agencies selling digital ad space and working with advertisers directly . 1 according to 2014 estimates by the interactive advertising bureau approximately 36 % of all reported web traffic is considered fake with the corresponding amount of fake ad views due to hijacked computers programmed to visit sites cheating advertisers who pay based on the number of times their ad is loaded in response to a visit . 13 investigations edit telemetry has exposed large frauds perpetrated in the online advertising landscape 1 13 14 such as their 2014 investigation of verizon wireless s online video advertising purchases finding that in excess of 1 million had been spent on fake web views . with telemetry s advice verizon the eighth largest advertiser in the us demanded make goods . 13 later in 2014 telemetry investigated a mercedes benz online advertising campaign detecting suspicious traffic activity and finding that 57 % of the campaign was viewed more often by automated computer programs than human beings . mercedes was refunded for the false impressions . 15 16 telemetry also brought to the public s attention a scheme in which ads were forcefully injected onto popular sites including walmart.com youtube and others by third party sellers without the site owners knowledge with the profits going to the third party . 14 in june 2014 telemetry uncovered an ad fraud scheme that had been going on for several months in which websites running lucrative video ads were being placed in banner ads on cheaper websites with those behind the operation skimming around 10 million in video ad revenue per month . the scheme affected over 75 advertisers including mcdonald s coca cola and ford . rushton called it the most significant instance of ad fraud telemetry has seen . 17 telemetry has publicly called out such companies by name for unethically monetizing digital ads without the site owner s permission and manipulating impressions while often generating a negative user experience . 18 19 clients edit telemetry s clients include reckitt benckiser 2 anheuser busch 2 unilever 20 verizon wireless 8 l oreal 13 and mercedes benz . 15 references edit a b c d maisha frost keeping track of internet ads daily express june 15 2011 . a b c d e roland gribben video advertising firm looks for lift off the daily telegraph august 9 2011 . a b amy duff partnerships anthony rushton beau chesluk and russell irwin director october 2011 . jaildog develops games engine for global markets econsultancy.com june 17 2004 . wedigtv to launch interactive ad only online tv channel marketing week november 8 2007 . the 2008 international interactive emmy award winners the international emmy awards . retrieved may 28 2014 . tim bradshaw web watchers ensure you see the right ads financial times march 15 2012 . a b c brandon gutman what you need to know about buying digital video advertising at least for today forbes june 28 2012 . jim edwards this leaked document shows how big brands ad budgets get spent on asian porn sites business insider december 13 2013 . a b c anthony rushton avoid fraud rein in programmatic buying economist group march 20 2014 . anthony rushton the truth about programmatic web video adweek january 22 2014 . online advertising fraud increases cnn august 22 2014 . a b c d suzanne vranica a crisis in online ads one third of traffic is bogus wall street journal march 23 2014 . a b alex kantrowitz meet the ad injection scheme hitting target youtube and walmart.com advertising age may 15 2014 . a b robert cookson mercedes online ads viewed more by fraudster robots than humans financial times may 26 2014 . ats london panel preview click fraud detection and prevention exchangewire august 11 2014 . alex kantrowitz ad fraud operation fools detection companies nets millions advertising age june 30 2014 . zach rodgers telemetry calls out browser plugins for video ad injection ad exchanger february 4 2013 . alex kantrowitz florida based ad fraudsters skim millions from advertisers then disappear advertising age june 11 2014 . vicki owen business blooming at online advertising service telemetry daily mail february 5 2012 . external links edit official website retrieved from https en.wikipedia.org w index.php title telemetry company & oldid 710264693 categories companies established 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