InMobi ties up with DoubleVerify to filter fraud ads

Independent provider of marketing measurement software and analytics, DoubleVerify (DV) has partnered with InMobi. 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 partnership covers all regions globally, except for the China market. In a statement to Marketing, an InMobi spokesperson said that with mobile advertisers leveraging programmatic media buying and in-app inventory, there has been a rise in fraud and an overall lack of verifiable viewability for their ads. She added that less than half of all mobile ads are viewable, and mobile ad fraud nearly doubled between 2017 and 2018. As such, advertisers may also lose 80% of their mobile ad budgets to SDK spoofing, click injection, faked installs, click spam and others.With this partnership, the spokesperson said that advertisers working with InMobi can be confident that their ads are being seen by real people across the world’s premier mobile apps and that their campaigns are certifiably free of fraud. The integration with InMobi covers pre-bid targeting for all InMobi Exchange impressions within the mobile in-app platform, as well as monitoring of post-bid fraud activity, such as spoofing. This enables InMobi to continuously refine the quality of its mobile ad inventory.As part of its 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.Matt McLaughlin, COO at DoubleVerify said that its partnership with InMobi demonstrates its commitment to provide consistent, comprehensive quality coverage for global brand advertisers. “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,” he added.“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,” Anne Frisbie, SVP, global programmatic and North America at InMobi said.“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,” she added.