InMobi, the mobile monetisation company, has partnered with cybersecurity firm HUMAN Security to integrate HUMAN’s MediaGuard solution, and help build a more transparent and fraud-free in-app ad ecosystem to help protect against malicious bot activities.
Together, the companies are aiming to disincentivise cybercriminals by raising the cost of mobile ad fraud which is estimated to account of 75% of digital spending by the end of 2021.
“InMobi is committed to transparency, trust-based relationships, and delivering optimal business results to our advertisers globally. We were the first in-app marketplace to have our entire inventory verified by an independent MRC accredited vendor. This partnership reaffirms and enhances that commitment,” said Kunal Nagpal, Senior Vice President and General Manager, Publisher Platform and Exchange at InMobi.
“InMobi is also proud to be the first in-app Human Collective partner in the battle against mobile app fraud. We strongly believe that the industry can eliminate fraud only through such an open collaboration.”
HUMAN has been accredited by the Media Rating Council for its coverage against sophisticated invalid traffic (SIVT) for desktop, mobile web, mobile in-app and connected TV (CTV).
The partnership with InMobi ensures that partners and customers are protected from emerging forms of invalid traffic in background ads, hidden ads, app spoofing, measurement manipulation and other forms of fraud.
“To sustain its growth, digital advertising needs a trusted marketplace built through global collaboration and strong partnerships,” said HUMAN Co-Founder and CEO Tamer Hassan.
“With its global command of the mobile in-app market, this partnership with InMobi strengthens HUMAN’s ability to fight sophisticated cybercrime and creates a more trusted environment for digital advertising. InMobi’s total, direct integration with MediaGuard uplevels its ability to enable brand-safe transactions within its exchange.”