Dive Brief: 

• Integral Ad Science, formerly known as AdSafe media, is one of many recent companies jumping into the anti-bot business, and it claims to be able to stop bot traffic before it happens. 
• The company's fraud detection tool uses predictive technology to foecast when a bogus ad impression is about to be sold and avoid buying it in the first place—most anti-bot safety tools notice the fraudulent traffic and then remove the ad. 
• CEO Scott Knoll says the tool will benefit publishers too who want to avoid reporting fraudulent traffic.

Dive Insight: 

If Integral Ad Science's claims are true, this could be a huge step forward in thwarting fraudulent traffic and ad impressions. The tool has a lot to prove, but Knoll is confident it will prove its worth. When asked why Integral Ad Science is best positioned to stop bot traffic, he replied, "We see two bill[ion] impressions a day. That lets us pick up on patterns. We have more bodies than anyone else looking at this."