Bidstack, an in-game advertising firm, has acquired ad fraud prevention platform Pubguard to protect its gaming inventory by removing fraudulent ads and help give advertisers a brand safe environment to run campaigns.

Pubguard’s image and code recognition technologies review creatives served in-app and on mobile web and desktop web to identify malicious ad content and malware which can be blocked by the client. The acquisition will see this AI technology integrated into Bidstack’s SDK.

“As custodians of studio directors’ artwork, the prevention of fraudulent advertising is a priority for us.  Pubguard brings a number of technical and commercial upsides to Bidstack.  First, we are protecting gamers against fake adverts that, for example, could redirect them to adult content.  Second, Pubguard brings the group technology and a brand that is respected in the gaming and digital media space,” said James Draper, Bidstack CEO.

“As we have said previously, our intention is to grow Bidstack to become a significant media owner in the video games market.  While we continue with organic development, I believe the purchase of Pubguard, our first venture into growth by acquisition, is just the start of what we see as an aggressive growth period.

“Wed like to welcome the Pubguard team into the Bidstack family and we look forward to growing the business further.”

The Pubguard team will join Bidstack at the London gaming and eSports hub, Here East. They will work together to develop ad fraud prevention technology, define in-game viewability, and refine data processes.

“Due to high levels of user engagement we’ve seen gaming brands targeted by fraudsters, so it makes sense for us to focus on an area of great need with the fantastic team at Bidstack,” said Justin Wenczka, Pubguard CEO. “Gaming is part of our company culture, so we know the huge potential of unlocking multi-platform ad spaces and the need for increased safety measures to protect its sensitive demographics. Bidstack has a tremendous focus and comprises of some of the best talent in the industry and we’re looking forward to achieving great things together moving forward.”