MediaMath partners White Ops to guard against fraud in programmatic advertising

Independent programmatic company MediaMath has partnered cybersecurity firm White Ops to protect advertisers, agencies and publishers from fraudulent impressions. Through identity and detection solutions from both companies, MediaMath and White Ops will work together to block “sophisticated invalid traffic” (SIVT) before it can be purchased.

According to the press release, 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 company added that the partnership is “one of several” being developed in support of its industry-wide effort to create 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.

MediaMath CEO Joe Zawadzki said: “The advertising supply chain must take innovative steps to prevent fraud and increase advertising efficacy. 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.”

To provide transparency and build trust and accountability in the advertising ecosystem, MediaMath will combine its proprietary tools and processes with those of White Ops, to identify and avoid fraud and other undesirable activities. The companies will also co-locate servers globally that cover the entirety of MediaMath’s footprint and evaluate every impression MediaMath bids on on a global basis.

Meanwhile, co-founder and CEO of White Ops Tamer Hassan said that the company 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,” he added.