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MoPub and Forensiq Partner to Fight In-App Ad Fraud

Tim Maytom

3Prong_Graphic-03-01Twitter-owned mobile ad exchange MoPub is partnering with ad fraud detection platform Forensiq in an effort to fight fraud in mobile in-app advertising and improve the supply quality across the more than 45,000 mobile apps available in the MoPub Marketplace.

In-app programmatic advertising is growing at unprecedented rates as consumers spend more time in mobile apps, inventory grows exponentially and advertisers look to reach this audience on their mobile devices. In fact, the number of advertisers spending ad dollars on MoPub's marketplace grew by 115 per cent Q4 2014 to Q4 2015.

As more marketers invest in in-app advertising, industry leaders need to work together to prevent fraud from deteriorating the quality of the available ad supply, and ensure that brands' spending remains effective.

"As ad dollars continue to shift to mobile, it's critical companies like MoPub and Forensiq work together to detect and mitigate fraud at scale," said Janae McDonough, vice president of MoPub at Twitter. "We want to give advertisers the confidence that mobile in-app is comprised of high quality supply – and we're thrilled to have this partnership in place to ensure this."

Forensiq will provide deep analysis across MoPub's exchange, leveraging machine learning, javascript tag analytics and IP analysis, among other proactive measures, to detect advanced fraud techniques. The partnership forms part of MoPub's 'three prong' strategy when it comes to fighting ad fraud and ensuring supply quality.

"Forensiq excels at detecting fraud on mobile in many different ways," said David Sendroff, founder and CEO of Forensiq. "Working with MoPub allows us to scale our technology across a massive set of people, devices and applications. This partnership is key for the rapid growth and adoption of mobile advertising."

Don’t forget to enter the Effective Mobile Marketing Awards. Early Bird deadline: 22 July. More details here.