Programmatic marketing company MediaMath has partnered with White Ops, the bot fraud protection agent, to offer a new level of protection for advertisers and publishers against sophisticated invalid traffic (SIVT) ahead of purchase.
SIVT which include bots acting as users, require significant human intervention to be detected.
The two companies said they would be bolstering transparency by integrating White Ops’ Human Verification technology to guard MediaMath impressions against malicious and fraudulent attempts.
“The advertising supply chain must take innovative steps to prevent fraud and increase advertising efficacy,” said Joe Zawadzki, chief executive officer, MediaMath.
“By combining our own proprietary tools and processes with those of White Ops, and focusing on measurably superior outcomes, we can identify and avoid fraud and other undesirable activity, allowing our customers to focus on bettering the overall programmatic journey for the end user. We look forward to collaborating with White Ops even further to enable marketers to see the maximum potential of their advertising investment and ensure we add true value with better access to fraud-free supply.”
For MediaMath, the fight for brand safe and fraud free inventory has culminated in efforts to bring together agencies, brands and tech companies to create solutions for a clean digital media supply chain.
The companies will be co-locating servers worldwide to cover MediaMath’s footprint to evaluate each impression MediaMath bids on.
“MediaMath is a pioneer in programmatic advertising and this partnership will help ensure that a fraud-free digital advertising ecosystem is not only necessary, but attainable for advertisers, publishers and consumers,” said Tamer Hassan, co-founder and chief executive officer, White Ops.
“White Ops has taken tremendous measures to differentiate sources of data that constitute real human behavior in order to detect fraudulent activity. Fraud is a cybersecurity issue, not a measurement challenge – and as the threat evolves, we are innovating at a faster pace by offering dynamic and more sophisticated solutions to guard against it head-on.”