The issue of mobile advertising fraud is growing and has to be addressed quickly in order to restore confidence in the ad format. Now, Dstillery, the big data intelligence firm and White Ops, a firm that detects and prevents online fraud, have expanded their partnership to combine the former’s audience engagement platform with White Ops’ invalid traffic accredited anti-fraud solution.
White Ops combines anti-fraud solution with Dsillery’s engagement platform
Mobile digital advertising is set to become the largest segment for ad spend, to reach $200bn by 2019. However, that has attracted criminals and fraudsters to falsify campaign views. According to a White Ops report, 38% of impressions were identified as coming from desktop bots that mimic mobile browsing. And bots are getting smarter too – they can already target specific CPMs and demographics and hijack viewability rates.
Tom Phillips, CEO of Dstillery, says:
“Dstillery has never shied away from addressing the money hungry elephant in the room. That’s why we have been aggressive and proactive in identifying and attacking fraud and invalid traffic head on. Our success to date, where others continue to struggle, is due to a focus on innovation and doing what it takes, not what is convenient. In concert with our own proprietary capabilities, we saw unique value and synergy with White Ops technology very early on and together, we provide a definitive competitive edge to Dstillery’s global client base.”
Indeed, this fast increase in fraudulent and invalid digital traffic has led the Media Ratings Council (MRC) to create tough standards for the detection and filtration of sophisticated invalid traffic (SIVT). White Ops has received accreditation to certify that its SIVT detection function and impression measurements comply with the MRC’s Minimum Standards for the Media Rating Research, the MRC’s Invalid Traffic (IVT) Detection and Filtration Guidelines as well as the industry digital measurement guidelines by the Interactive Advertising Bureau (IAB).
Michael Tiffany, Co-founder and CEO, White Ops, adds:
“White Ops is about media transparency, accountability and action, not blaming and shaming. Dstillery was one of our earliest key partners and most ardent supporters and they share our view of driving real and substantive change across the digital ad ecosystem. Our MRC accreditation is evidence of our commitment and determination to make an impact and our partnerships with innovative providers like Dstillery are a show of solidarity and action toward the common goal.”