Mailing to suppression files has been a problem since the inception of the CAN-SPAM Act. However, a more insidious issue that LashBack has seen recently is the rise in opt-in fraud. Email addresses are being harvested from suppression files and signed up directly on opt-in sites with false identification information. In response, LashBack has launched a new beta service called DataSource Validator.

The beta service, available to all LashBack clients, allows for submission of an MD5 Hash of opt-in email addresses and their respective opt-in IPs. DataSource Validator checks files for our list of seed email addresses which should never be opted in. In addition, it cross-checks against any IPs that have attempted to opt-in our seeds in the past. The goal of the new service is to alert marketers when they are receiving bad data from a particular opt-in source and allow them to take appropriate action.

LashBack has since rolled out the API to support batch processing of a lead file for lead source validation. Consequently, instead of having to submit each address line by line to inspect it for a suspicious opt-in IP, our clients can now submit entire lead files to be checked for bad data. In addition to being able to access this function programatically, clients can also process leads manually from existing UnsubMonitor accounts.

We urge any clients collecting new data to try this service. Bad data from opt-in fraud is costing marketers payouts for false opt-ins and resulting in higher complaint rates from consumers who have had their addresses fraudulently opted in. To pinpoint the origins of fraudulent data sources that may be tarnishing your list, please view our newest white paper entitled DataSource Validator.

LashBack client Publishers Clearing House(PCH) has embraced the service in an effort to monitor the quality of their lists to proactively promote collaborative compliance and report fraudulent data, protecting consumers and advertisers alike. Sal Tripi, PCH Director of Operations stated, “PCH is eternally vigilant of our brand, our consumer and our advertising customer’s experience with us. When this recent problem surfaced, we knew we had to act fast. Our advertisers and internal marketing partners expect quality. We knew this threat was real based on an alert from LashBack.” Read the full PCH press release on DataSource Validator here.