New York, December 2022 — Red Points today announced the launch of Custom Priorities, which gives brands greater control over how incidents are prioritized and addressed across the platform. As infringement volumes grow and enforcement becomes more complex, Custom Priorities helps teams focus first on the issues that have the greatest impact on their business—improving speed, visibility, and operational efficiency.
Brand protection teams face constant trade-offs: not every infringement carries the same risk, and treating all incidents equally can slow down response times and dilute impact. Custom Priorities addresses this challenge by allowing each customer to define what “most important” means to them—based on their business goals, markets, products, and risk tolerance—so resources are directed where they matter most.
“Focus is becoming one of the most valuable assets for brands operating in digital commerce,” said Laura Urquizu, President & CEO of Red Points. “Custom Priorities helps teams cut through volume and complexity. It gives them a clear way to concentrate on what drives the biggest risk or opportunity, and to move faster with confidence.”
Why Custom Priorities matter
Prioritization is not one-size-fits-all. What is critical for one brand may be secondary for another, depending on factors such as product value, market exposure, seller behavior, or revenue impact. Custom Priorities brings flexibility into the heart of incident management, allowing brands to align enforcement with their own strategic priorities rather than relying on generic risk labels.
With Custom Priorities, teams can:
- Accelerate response on high-impact infringements;
- Improve visibility into what requires immediate attention;
- Reduce time spent reviewing lower-priority cases; and
- Create a clear “fast lane” for incidents that matter most to their business.
This capability is part of Red Points’ broader Focus Project, an ongoing initiative designed to help customers maximize the impact of their revenue recovery and enforcement strategies.
“Custom Priorities is about translating strategy into action,” said Juan Galdeano, Chief Technology and Product Officer at Red Points. “We built it to be deeply flexible, so each customer can reflect their own business logic in how incidents are handled. The result is faster decision-making, better alignment across teams, and a system that adapts as priorities change.”
About Red Points
Red Points protects brands and consumers from counterfeits, impersonation, and digital fraud across marketplaces, social platforms, websites, apps, video commerce, and AI-commerce environments. Powered by advanced AI and a decade of operational refinement, Red Points delivers predictive, scalable brand-protection systems for global enterprises.
