Demand side platform Amobee has launched the Amobee Inventory Accountability Programme, a brand safety and anti-fraud offering designed to offer marketers access to a safe, transparent buying ecosystem with the highest quality inventory to more effectively reach target consumers.
Amobee says the solution leverages an early detection system using advanced technology and partnership integrations to prevent fraud from reaching the Amobee platform. It also blocks access to fraudulent apps. The platform also offers multiple goal optimisation, coupling key performance indicators with a built-in viewability algorithm that Amobee says delivers view rates up to 30 per cent higher than other DSPs and minimises the time required to adjust campaigns while they’re in-flight.
To further protect clients, Amobee is offering a refund programme in the event that fraud, in the form of invalid traffic, bot fraud and/or site fraud, does occur. Following the determination by an MRC-accredited vendor that fraud has occurred, Amobee will refund its tech fees for affected campaigns as well as any media fees the firn recoups from its supply partners for fraudulent impressions on the affected campaigns.
More than 15 Amobee exchange partners, including OpenX, Telaria and Index Exchange, have joined the Amobee Inventory Accountability Programme and have agreed to extend their own anti-fraud programme - preferably through an MRC-accredited vendor - and provide a level of fraud accountability that includes issuing refunds.
“Brand safety and ensuring fraud prevention are two of the biggest challenges facing marketers today,” said Amobee chief client officer, Katie Ford. “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.”
In addition to its brand safety offering, Amobee is also participating in the IAB Tech Labs ads.txt initiative to help mitigate inventory fraud concerns and allow marketers to focus on creating compelling campaigns that resonate with their target audiences. In support of the ads.txt initiative, Amobee says it is committed to cleaning the supply chain and blocking unauthorised and counterfeit inventory made available through non-certified sellers in order to promote a safe and transparent buying ecosystem.