FYI

InMobi and DoubleVerify team up to combat mobile in-app ad fraud

With the aim to tackle ad fraud within in-app advertising, mobile ad specialist InMobi has partnered with DoubleVerify, an independent provider of marketing measurement software and analytics.

The always-on ad fraud filtering from DoubleVerify will improve and refine the quality of mobile ad inventory available on InMobi.

The announcement:

DoubleVerify (“DV”), the leading independent provider of marketing measurement software and analytics, today announced a partnership with InMobi, a global provider of enterprise platforms for marketers. As part of the partnership, DoubleVerify will provide always-on fraud filtering and measurement for mobile in-app advertising campaigns across the InMobi Exchange globally.

The integration with InMobi covers pre-bid targeting for all InMobi Exchange impressions within the leading mobile in-app platform, as well as monitoring of post-bid fraud activity, such as spoofing – enabling InMobi to continuously refine the quality of its mobile ad inventory.

“DV’s partnership with InMobi demonstrates our commitment to provide consistent, comprehensive quality coverage for global brand advertisers,” said Matt McLaughlin, COO at DoubleVerify. “With ad spend increasingly concentrated in mobile, it’s imperative that brands have transparency into the quality of mobile app inventory. We are proud of our partnership with InMobi, which expands the footprint of our fraud prevention capabilities and further distinguishes DV as the leader for mobile app verification.”

“InMobi is committed to providing transparency, building trust and delivering business results to our advertisers. This partnership, along with our support for DoubleVerify viewability, is a giant step toward that,” said Anne Frisbie, SVP, Global Programmatic and North America at InMobi. “InMobi is proud to partner with DoubleVerify in this critical battle against mobile app fraud. We strongly believe that only through open collaboration will the industry be able to eliminate fraud.”

As part of its industry-leading mobile app fraud solution, DoubleVerify identifies and screens the most comprehensive types of in-app fraud, including background ad activity, hidden ads, app misrepresentation (spoofing) and measurement manipulation. In March 2017, DV received Media Rating Council (MRC) accreditation for its technology to detect and block sophisticated invalid traffic (SIVT) for mobile app video and display advertising.

Source: InMobi press release

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