Smaato, the mobile advertising platform for publishers and app developers, just announced the implementation of Protected Media’s in-app and video ad fraud protection technology. This ensures that Smaato’s network of 90,000 publishers and app developers as well as 10,000 app developers are protected through advanced cyber security technology. The feature will also provide more sophisticated evaluation of the legitimacy of ad impressions with precise data verification.
Over the past year, demand for more secure solutions in the advertising industry has grown. Mobile in-app advertisers are looking for formats that can prevent fraud.
Smaato has long focused on providing ad-fraud-secure technologies and ad spend on the platform grew to 96% from 80% in 2017. Meanwhile, in-app video ad requests increased by 14x.
“At Smaato, advertisers receive high-quality traffic for all of their mobile ad campaigns across our vast publisher base, and this partnership ensures that quality and value are maintained,” said Georg Fiegen, COO of Smaato. “With Protected Media, we can ensure that the traffic on our exchange is viewable, brand-safe, transparent and protected from fraud.”
Meanwhile, Protected Media has detected a 10x increase in in-app fraud such as where fraudsters mask low-quality apps to look like premium publishers.
Forrester research found that video accounted for 45% of total ad spend, but was connected to 64% of all ad fraud.
Paired with Protected Media’s technology, Smaato hopes to ensure more rigorous safety standards across the platform.
“We are proud to provide Smaato with the in-depth information, at the impression level, that is required to diagnose problematic traffic,” said Asaf Greiner, CEO and Founder of Protected Media. “Fraudsters are becoming more pervasive, advanced and persistent, and sophisticated technology combined with the expertise of Smaato’s traffic quality team will help keep campaign results genuine.”