InMobi partners with GeoEdge to improve user experience of mobile ads

Mobile advertising platform, InMobi, has just partnered with GeoEdge, the provider of ad security and verification for mobile ads. Together, the companies will be able to provide high quality ads and a cleaner marketplace that offers safe and engaging user experience.

Right now, the mobile ad industry is facing advertising quality challenges such as increases in auto-redirect, automatic pop-up and malicious ads. A negative user experience ultimately reflects badly on the publishers.

InMobi and GeoEdge had been working together for quite some time to ensure that mobile apps were free from malicious ads.

“InMobi has a reputation of creating award-winning ads that users want to see, and we have invested heavily in this area to create a seamless user experience that will also benefit our publisher partners,” said Abhay Singhal, co-founder and Chief Revenue Officer at InMobi. “While every player in the industry is eager to ensure buyers are shielded from the sell side fraud, we don’t want to forget our trusted partners on the sell side. By deploying GeoEdge, we are fully committed to solving this trust-eroding issue that affects the whole ecosystem.”

The partnership with GeoEdge emphasizes InMobi’s investment in machine learning based on real-time solutions to improve defense systems against malicious ads and other quality issues.

The GeoEdge technology will be integrated into the InMobi platform as part of the move. This ensures that each creative now meets ad quality guidelines established in partnership with publishers. Ads that do not meet such thresholds are removed.

“We’re very excited to work with InMobi. Their focus on ad quality and high standards to send every creative through GeoEdge’s technology, as another level of defense to their internal efforts, reflects not only their dedication to help publisher partners, but also their ambition to be at the forefront of this fight against poor quality advertisements,” said Amnon Siev, CEO at GeoEdge. “We are confident that our joint approach will help weed out the bad actors on the buy side, help make the ecosystem cleaner and is in line with any end user’s expectations of a seamless good quality experience on any app.”