Even Financial launches tool to semi-automate financial compliance for online ads

Compliance-at-scale is a growing need for marketers, given the Federal Trade Commission’s rulings on influencers and the coming of the European Union’s GDPR (General Data Protection Regulation).

For the financial industry, which has long dealt with compliance requirements, New York City-based Even Financial is out with a Programmatic Compliance Tool that helps to semi-automate the process of staying within boundaries.

In real time and via an API, the tool looks at the blog, web or app page where a client’s ad for a financial product will appear. Image recognition analyzes daily screen grabs to assess ad placement. The tool also parses the surrounding text on the page to detect any issues that could pose problems with US federal or state regulations, as well as any brand safety content that could be embarrassing for the advertising financial service.

If the tool finds or suspects a violation, the ad placement is scratched, and an Even Financial staff member — from a team of three monitors — takes a look and renders a judgment. Even’s staff can send an alert to the publisher, who could be disconnected from the service if violations continued.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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Author: Barry Levine

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