HUMAN Security (formerly White Ops) has partnered with InMobi and includes a direct integration with HUMAN’s MediaGuard solution.
By the end of 2021, mobile is projected to account for 75% of total digital ad spend. Combined with global smartphone adoption, mobile advertising is particularly attractive to bad actors.
“InMobi is committed to transparency, trust-based relationships, and delivering optimal business results to our advertisers globally. We were the first in-app marketplace to have our entire inventory verified by an independent MRC accredited vendor. This partnership reaffirms and enhances that commitment,” said Kunal Nagpal, Senior Vice President and General Manager, Publisher Platform and Exchange at InMobi.
HUMAN is the first solution in the space to be fully accredited by the Media Rating Council (MRC) for end-to-end coverage against sophisticated invalid traffic (SIVT) for desktop, mobile web, mobile in-app and connected TV (CTV). This includes accreditation for pre- and post-bid detection and mitigation of SIVT, which is notoriously challenging to detect as fraudsters attempt to mimic genuine user behaviour.
The partnership with InMobi ensures that customers and partners will be protected from emerging forms of SIVT – background ad activity, hidden adds, app misrepresentation/spoofing, measurement manipulation and more – while guaranteeing always-on fraud filtering and measurement across the platform, covering 100% of the inventory available on InMobi Exchange.
“To sustain its growth, digital advertising needs a trusted marketplace built through global collaboration and strong partnerships,” said HUMAN Co-Founder and CEO Tamer Hassan. “With its global command of the mobile in-app market, this partnership with InMobi strengthens HUMAN’s ability to fight sophisticated cybercrime and creates a more trusted environment for digital advertising. InMobi’s total, direct integration with MediaGuard uplevels its ability to enable brand-safe transactions within its exchange” adds Nagpal.
Earlier this year, HUMAN and members of the Human Collective disrupted PARETO, the most sophisticated CTV fraud operation ever uncovered. At its height, the botnet used dozens of mobile apps to impersonate or spoof more than 6,000 CTV apps, accounting for an average of 650 million ad requests every day.