Forensiq to Provide Ad Fraud Detection Services for Twitter MoPub

Forensiq will provide ad fraud detection services for Twitter’s MoPub mobile ad exchange under terms of a partnership announced Thursday.

Forensiq will provide ad fraud detection services for Twitter’s MoPub mobile ad exchange under terms of a partnership announced Thursday.

Twitter head of commercial partnerships Meridith Miller announced the partnership in a blog post, saying that the agreement between the two companies is aimed at protecting the more than 45,000 mobile applications and more than 450 billion monthly ad requests on MoPub Marketplace. She wrote:

Mobile in-app programmatic advertising is the fastest-growing segment of digital advertising. As consumers spend more time in mobile apps and inventory grows exponentially, advertisers are looking to reach this audience on their mobile devices. In fact, we found that 115 percent more advertisers invested ad campaign dollars on MoPub Marketplace in the fourth quarter of 2015 versus the fourth quarter of 2014.

Along with this growth, marketers need assurance that industry leaders are working together to prevent fraud from deteriorating the quality of available ad supply and the effectiveness of their advertising dollars. Because fraud tends to follow money, it is paramount that companies take steps now to be proactive about monitoring, detecting and mitigating any quality issues that could arise.

We are excited to be working with Forensiq. As partners, Forensiq will provide deep analysis across the massive scale of MoPub’s exchange so MoPub can continue delivering high-quality supply and confidence to buyers. Forensiq leverages machine learning, JavaScript tag analytics and Internet-protocol analysis, among other proactive measures, to detect even the most mature fraud techniques.

Forensiq’s technology complements MoPub’s three-pronged approach to supply quality, which leverages internal processes, sophisticated products and leading partnerships to help ensure high-quality inventory for buyers in our exchange.

Twitter vice president for MoPub Janae McDonough said in the blog post:

As ad dollars continue to shift to mobile, it’s critical that companies like MoPub and Forensiq work together to detect and mitigate fraud at scale. 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 founder and CEO David Sendroff added:

Forensiq excels at detecting fraud on mobile in many different ways. 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 to continue.

Readers: What are your thoughts on this partnership? David Cohen is editor of Adweek's Social Pro Daily.
Publish date: June 16, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT