AydaTrust uses behavioural and transaction data to evaluate generated within the platform to produce an individual trust score that allows users to assess the trustworthiness of participants before issuing a reward.

The decision means that AydaTrust is now active for all customers paying incentives through the Ayda platform, and the company said that making the product freely available to users would help combat fraud in research.

“As more participant data flows through AydaTrust, the clearer our shared view becomes,” said Shifra Cook, chief executive at Ayda.

“It gives the entire industry a collective, scalable way to take real action against fraud in research.”