Programmatic advertising firm MediaMath has teamed up with White Ops, a cybersecurity company, in a bid to protect advertisers, agencies, and publishers from bots.

The partnership is aimed at providing transparency and building trust and accountability within advertising by fighting back against sophisticated invalid traffic (SIVT) before it can be purchased. Impressions served on the MediaMath platform will be guarded against malicious attempts to fraudulently claim ad revenue by leveraging White Ops’ human verification technology.

White Ops and MediaMath will also co-locate servers globally that cover MediaMath’s footprint, forming part of the programmatic ad company’s effort to create an ‘accountable and addressable’ supply chain.

 “The advertising supply chain must take innovative steps to prevent fraud and increase advertising efficacy,” said Joe Zawadzki, chief executive officer at MediaMath. “By combining our own proprietary tools and processes with those of White Ops, and focusing on measurably superior outcomes, we can identify and avoid fraud and other undesirable activity, allowing our customers to focus on bettering the overall programmatic journey for the end user. 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.”