New GeoEdge solution targets mobile ad malware

Anne Freier

In Mobile Advertising. January 21, 2019

Advertising-based malware on mobile devices increased 49% in 2018 and just recently security firm Trend Micro uncovered 85 Android apps involved in malware.

At the same time, eMarketer predicts that two-thirds of programmatic ad budgets will be attributed to mobile in 2020 with in-app growing at a much faster rate than web.

That’s why GeoEdge, the provider of ad verification and transparency solutions, has just rolled out a new solution which lets advertisers block malicious and inappropriate ads in-app in real time.

The latest addition is based on the company’s patent-pending technology which detects security issues, inappropriate and offensive ad content and user experience issues. When the tool detects a bad ad, it replaces it with an alternate ad that has been verified as safe, allowing publishers to protect end users without losing revenue.

Indeed, poor-quality ads can risk an increase in user bounce rates and churn whilst trustworthy and safe in-app environments increase user lifetime value.

Issues that are picked up include redirects, drive-by downloads, viruses, and malicious files; to adult content, pop-ups, and device vibrations.

“By offering a Mediation SDK integrated with Real-Time Blocking, GeoEdge is taming mobile malicious and offensive ads and content by replacing the offending ads and content with safe ones, ensuring the revenue stream for app developers and a safe experience for users,” said Amnon Siev, CEO of GeoEdge.

The solution forms part of GeoEdge’s commitment to reduce malware and other ad

related complaints by up to 95% for its clients.