This article was originally published in Ad Tech Daily. You can read the full article here.
MediaMath, acclaimed independent programmatic company for marketers, and White Ops, the global leader in bot fraud protection, today announced a new partnership that will protect some of the world’s largest advertisers, agencies and publishers from sophisticated invalid traffic (SIVT) before it can be purchased. Partnering identity and detection solutions from both companies, MediaMath and White Ops together aim to provide transparency and build trust and accountability in the advertising ecosystem.
“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”
Higher rates of SIVT, such as bots acting as legitimate users, require advanced analytics, significant human intervention and other measures to detect and mitigate. Leveraging White Ops’ Human Verification technology, impressions served on the MediaMath platform will be guarded against malicious and sophisticated attempts to pocket advertising revenues in a fraudulent manner, providing a comprehensive, timely and actionable view of the supply chain.
“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.”
MediaMath is leading an industry-wide effort to create an accountable and addressable supply chain through an alliance of agencies, brands, tech companies and publishers designed to provide long-term, sustainable solutions for a clean digital media supply chain with brand-safe, fraud-free and viewable inventory. The partnership with White Ops is one of several being developed in support of this initiative.
As part of this initiative, White Ops and MediaMath will co-locate servers globally that cover the entirety of MediaMath’s footprint. The intent is this technology will evaluate every impression MediaMath bids on, on a global basis.
“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.”
The partnership will provide added protection for MediaMath customers and the broader buying community to enjoy a fraud-free environment, providing more transparency in programmatic buying.