Dive Brief: 

• WPP's Xaxis is fighting digital ad fraud by offering a money-back guarantee to brands that 95% of ad views will be from real humans -- not bots. 
• To guarantee a human view, Xaxis' new program Xaxis Prime had to set measurements on actions only a human could perform like filling out a CAPTCHA and certain mouse movements.
• In addition to promising real people traffic, Xaxis is guaranteeing a 90% viewability rate.

Dive Insight: 

While guaranteeing human interaction for brands won't necessarily stop the bot traffic, it will put advertising clients' minds at ease. The more agencies and ad platforms that take charge -- the more likely the industry will be able to overcome the bot problem.