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Singtel’s Amobee to start refunding clients for ad fraud

In response to a rising tide of concern by marketers, Singtel’s mobile marketing arm Amobee is to start offering refunds to clients affected by ad fraud.

The Singtel subsidiary says it will give advertisers their money back when they encounter invalid traffic, bot fraud and website fraud through the Amobee Inventory Accountability Programme.

The move follows a similar step by Google, which recently said it would give bigger refunds to marketers who lose money to ad fraud on its DoubleClickBid Manager. 

According to Amobee, more than 15 exchange partners, including OpenX, Telaria and Index Exchange, have joined the program and have agreed to extend their own anti-fraud programs—preferably through a Media Ratings Council-accredited vendor—and provide a level of fraud accountability.

Amobee claims it will refund tech fees for affected campaigns, plus any media fees its recoups from its supply partners, if the suspect traffic is investigated by an MRC-accredited vendor.

However, the refund will only be given if the fraud has occurred in excess of three per cent in any month on specific campaigns and both Amobee and the client agree that the traffic was fake.

“Brand safety and ensuring fraud prevention are two of the biggest challenges facing marketers today,” said Katie Ford, Amobee’s chief client officer.

“This long-term, advanced brand safety initiative ensures Amobee is able to align brand and agency clients with the highest quality inventory to support campaign objectives by delivering ads that are in view and seen by a real audience in a brand safe environment.

“Our industry-leading technology and partnership with DoubleVerify helps eliminate fraud before it reaches our platform and equips clients with pre-bid brand safety, contextual targeting and protection in the fight against fraud.”

Adtech firm Adform recently claimed it found one of the world’s largest bot fraud farms, in which more than a million fake traffic requests came from India.

The Denmark-based firm said the network, which it has named HyphBot, generated nearly two billion fraudulent requests on 34,000 different domains, including premium publishers, and more than a million different websites.

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