About PerfectAd / Built on security experience
Trust begins
before the
first viewing.
PerfectAd brings security engineering to real-estate listings. We help property platforms examine what an advertisement claims, identify the signals that deserve scrutiny, and make a clearer decision before a buyer acts.
01 / The founder
From securing software
to examining
what people trust.
Roy Erlich is the founder of PerfectAd and the sole inventor named on U.S. patent US12455963B1. His background combines hands-on application security with experience building a technology company from the ground up.
Before PerfectAd, Roy co-founded and served as CEO of Enso Security, an application security posture management company acquired by Snyk in 2023. Enso helped security teams bring fragmented information into a clearer view of their applications, controls, and coverage gaps.
PerfectAd applies a related discipline to a different problem: evaluating the evidence behind a property listing. Photos, descriptions, pricing, and seller claims need to make sense together. When they do not, the team responsible for the listing needs to know why.
02 / Why this background matters
The experience to find the gaps.
The ability to build the system.
A security engineer’s approach to deception.
Roy’s security background is directly relevant to a problem where appearances can mislead. PerfectAd examines consistency across the listing: whether images support the description, whether attribution matches the seller’s claims, and whether important information is missing.
Experience turning complexity into decisions.
Enso addressed the challenge of making scattered security information usable. Listing review has a similar operational need: teams must understand which signals matter and what to do next. PerfectAd brings its analysis together in one score and a publish, hold, or reject verdict.
A founder who has built through an acquisition.
Co-founding Enso and serving as its CEO brings experience beyond the invention itself: building a company around a technical problem. PerfectAd pairs that entrepreneurial track record with Roy’s original work on security and fraud prevention for online records.
That combination makes Roy well positioned to build PerfectAd: the technical judgment to question the evidence, and the company-building experience to turn that judgment into a product.
03 / The approach
Trust needs a method.
PerfectAd combines structural checks, analysis of photos and text, weighted scoring, and explicit fraud-related score caps. Serious warning signs constrain the result, even when the rest of a listing looks polished.
The Perfect Record™ reference profile helps assess listings against learned patterns. The goal is practical: give portals, aggregators, and brokerages a consistent basis for deciding what can be published and what needs closer review.
04 / Our ambition
Make listing integrity
part of the infrastructure.
Our starting point is real estate in the UAE. Our ambition is to make independent listing assessment a routine part of how property platforms operate: a check before publication, clear evidence for reviewers, and a stronger foundation for buyer confidence.
A property decision starts with information. PerfectAd exists to help the platforms presenting that information earn the trust placed in them.
See the approach in action
Bring your listings.
Examine the evidence.
Book a demo to explore how PerfectAd evaluates listing content and turns its findings into decisions your team can review.