Home > News > featured news > DoubleVerify & MoPub Announces Expanded Partnership, Bringing DV’s Fraud Protection Capabilities to MoPub Marketplace

ADVERTISER CAMPAIGN MANAGEMENT

DoubleVerify & MoPub Announces Expanded Partnership, Bringing DV’s Fraud Protection Capabilities to MoPub Marketplace

DoubleVerify, MoPub | August 20, 2021

DoubleVerify, a leading software platform for digital media measurement, data and analytics, today announced an expanded partnership with MoPub, a Twitter company, which provides monetisation solutions for leading mobile app publishers around the globe and enables advertisers, agencies, and demand-side platforms to programmatically reach their target audiences in-mobile apps. With the partnership, DV will provide full fraud protection, detection, and reporting for mobile app campaigns across MoPub’s programmatic exchange, MoPub Marketplace. MoPub Marketplace currently connects advertisers with more than 2 trillion ad requests from over 1.5 billion addressable users around the world.

“For advertising to perform, it must be seen by real people,” said Matt McLaughlin, COO of DoubleVerify. “Unfortunately, fraud follows the money- and as ad investments have shifted to mobile, bad actors are working hard to take advantage. For that reason, it’s imperative that brands have clarity into the quality of in-app inventory they buy. We’re excited to expand our partnership with MoPub to promote transparency, support mobile ad quality and performance, and empower marketers to reach their consumers wherever they are”.

DV and MoPub initially launched a partnership in 2019 where DV was the sole provider of fraud and IVT post-bid measurement for the MoPub Marketplace. This expanded partnership, which includes DV’s pre-bid avoidance segments, post-bid monitoring, and blocking, further extends quality coverage for global advertisers and publishers across one of the world’s premiere mobile app programmatic exchanges. With DV’s technology, MoPub can continuously refine the quality of mobile inventory available through MoPub Marketplace.

“Ad fraud is an industry-wide challenge, impacting publishers, advertisers, and SSPs. To ensure our inventory is top quality, MoPub continuously invests in keeping our Marketplace fraud-free, and having the right partnership in place is paramount for this effort,” said Michal Jacobsberg-Reiss, head of ecosystem partnerships of MoPub. “DV has been a strong partner for combatting new and emerging types of ad fraud. This expanded partnership supports our comprehensive, multi-step approach to ensure MoPub Marketplace is thoroughly vetted and monitored to uphold our already stringent, high standards of traffic quality”.

As part of its industry-leading mobile in-app fraud solution, DV identifies and screens the most significant types of in-app fraud, including background ad activity, hidden ads, app misrepresentation (spoofing), and measurement manipulation. Since March 2017, DV has been granted continued accreditation by the independent Media Rating Council (MRC), with the MRC certifying DV’s technology to detect and block sophisticated invalid traffic (SIVT) for mobile in-app display and video advertising.

Spotlight

Digital Advertising Trends in 2023

2022 has seen widespread change on both fronts. With this whitepaper, we hope to shed some light on this change, as well as giving you some tools to help you effectively tackle your paid digital advertising throughout 2023.

More featured news

Spotlight

Digital Advertising Trends in 2023

Related News

DISPLAY ADVERTISING, RETARGETING, AD NETWORKS

Attain OpenX Partner for an Advertising Solution to Find New Target Audiences

OpenX | January 03, 2023

Attain and OpenX have announced a partnership that will allow for the targeting and measurement of Attain's zero-party data using OpenX's OpenAudience audience solution tool. Attain's data comes from its financial services app, Klover, which has over 4 million users and provides marketers with fully permissioned purchase data across all channels and verticals to find and target new audiences. Through its partnership with OpenX, Attain will be able to use OpenX's OpenAudience audience solution tool to improve its data-driven features. The partnership will enrich targeting capabilities for publishers and buyers using OpenAudience and will enable buyers to increase their reach and accuracy against target audiences by applying granular purchase data across their campaigns. This partnership will benefit both Attain and OpenX, as well as marketers, publishers, and buyers. "With our Attain integration, buyers can apply granular purchase data across their CTV, mobile, and web campaigns via OpenX's supply-side targeting solution. Our supply-side data integrations enable buyers to increase their reach and accuracy among their target audiences. "Buyers get a closer connection to publishers, which leads to higher match rates. We are excited to bring more unique and privacy-first supply-side targeting opportunities to market with high-quality data partners like Attain." Brian Chisholm, SVP of Strategic Partnerships at OpenX The partnership will also provide advertisers with tools such as return on ad spend and sales lift to increase match rates and scale. Attain’s zero-party data combined with OpenX’s OpenAudience audience solution tool will enable more accurate targeting of audiences by applying granular purchase data to campaigns. About OpenX OpenX, Leading innovator in advertising technology, OpenX contributes to the development of a society in which the open web flourishes. The business powers advertising across connected TV, mobile, and web platforms, enabling advertisers to connect with their target market across OpenX's extensive global publisher network. Every day, OpenX receives more than 300 billion ad requests from its more than 130,000 premium publishers. OpenX is one of the first businesses in the world to achieve Net-Zero status and has been recognized as a CarbonNeutral® company.

AD TECH AND MARTECH

AiAdvertising Uncovers ChatGPT’s Commercial Applications

AiAdvertising | February 16, 2023

AiAdvertising, an AdTech company, announced being the first to uncover ChatGPT's commercial applications in the AdTech industry, focusing on artificial intelligence (AI) and machine learning (ML) utilization for the marketing industry. The automated ChatGPT solution is making signals and insights of AiAdvertising's PersonalAI more informative and targeted. The signals and insights of PersonalAI provide detailed information about behavioral information, psychographics, demographics, and triggers for the consumer adaptive curve. With its solutions and insights, ChatGPT is enhancing the diversity, scalability, and persona-driven content of AiAdvertising's PersonalAI. Through this leverage, AiAdvertising is making clients' paid advertising campaigns and landing pages more engaging at the psychographic level and customizing them as per the personas' needs based on user experiences, needs, behaviors and goals. ChatGPT's commercial applications have the potential to automate and enhance complex communications like email sales campaigns, computer code, and customer support. It can generate personalized automated responses to customer inquiries, content for social media marketing campaigns and assistance throughout the customer cycle. CEO of AiAdvertising, Jerry Hug, said, "What is remarkable is that all of this is done without any type of unconscious bias. Even as marketers, we insert our own opinions into the words and language we use to think about a brand or product. ChatGPT allows us to remove that predisposition and focus on a more customer-based solution leveraging data and science rather than opinions and assumptions." He added, "We are now taking our PersonaAI ChatGPT approach to market with our clients and are already generating buzz about the anticipated increased performance of personalized campaigns." (Source – CSM Wire) About AiAdvertising AiAdvertising, an advertising technology-based solutions provider, has been using artificial intelligence and machine learning and building software for marketing companies since 1998. Headquartered in San Antonio, Texas, it provides services based on digital marketing, data analytics, creativity, content strategy, digital media, e-commerce, and big data, worldwide. It eliminates digital waste and increases the return on digital ad spend. Its flagship product, the Campaign Performance Platform, offers a subscription-based end-to-end Ad Management solution, utilizing artificial intelligence to improve the advertisements' performance, efficiency, and productivity. It assists advertising agencies and brands in measuring, scaling, creating, predicting, and targeting personalized campaigns.

PROGRAMMATIC ADVERTISING

Hivestack Partners with Focus Media Hong Kong for Exclusive DOOH Ad Access

Hivestack | March 16, 2023

Hivestack, a company that makes programmatic digital out-of-home (DOOH) advertising technology, has teamed up with Focus Media Hong Kong to give local and international buyers access to Focus Media's network of digital panels and billboards. The network has Causeway Bay, Tsim Sha Tsui, Mongkok, and Kwun Tong, as well as Hong Kong's first digital screen that can be turned on programmatically with 3D creative executions. It is the first and only one in Hong Kong. With the help of Hivestack's programmatic DOOH advertising technology, advertisers will be able to reach a wider audience and send more targeted and personalized ads. It also marks a significant step towards the digital transformation of Hong Kong's out-of-home advertising industry. Troy Yang, MD of North Asia at Hivestack, said, "Focus Media Hong Kong helps to expand the variety of DOOH screens for media buyers." He also said, “The whole team at Hivestack is thrilled to partner with Focus Media in Hong Kong, which will now exclusively use the Hivestack SSP to drive incremental revenue from our global network of advertisers." He further said, "This partnership provides countless opportunities for brands, agencies, and omni-channel DSPs both locally and globally to activate programmatic DOOH campaigns across some of the most strategic locations in Hong Kong." (Source - Exchangewire) The goal of the partnership is to bring in more money from global advertisers and take the process of buying programmatic DOOH ads to the next level. In Hong Kong, digital advertising that is based on data was expected to bring in 62% of all advertising revenue by 2022. About Hivestack Hivestack is a full stack adtech company that specializes in programmatic digital out of home (DOOH) advertising. Their platform offers a complete suite of tools and services to enable buyers and sellers of DOOH advertising to activate campaigns and attract programmatic revenue. On the buy side, marketers can use the Demand Side Platform (DSP) to create measurable campaigns that activate DOOH screens in real-time based on consumer behavior and audience movement patterns. On the sell side, DOOH media owners can use Hivestack's Supply Side Platform (SSP) & Ad Exchange. Additionally, the Ad Server can power impression-based, directly sold campaigns. Attribution enables buyers and sellers to measure business outcomes at all stages of the consumer sales funnel, providing a more complete picture of the effectiveness of their campaigns.