Page 26 - AeM_June_2019

TECHNOLOGIES & PRODUCTS

MediaMath and White Ops build transparency

and trust into the Programmatic Supply Chain

MediaMath and White Ops, the global leader in bot “By combining our own proprietary tools and processes
fraud protection, announced a new partnership that will with those of White Ops, and focusing on measurably
protect some of the world's largest advertisers, superior outcomes, we can identify and avoid fraud and
agencies and publishers from sophisticated invalid other undesirable activity, allowing our customers to
traffic (SIVT) before it can be purchased. Partnering focus on bettering the overall programmatic journey for
identity and detection solutions from both companies, the end user. We look forward to collaborating with
MediaMath and White Ops together aim to provide White Ops even further to enable marketers to see the
transparency and build trust and accountability in the maximum potential of their advertising investment and
advertising ecosystem. ensure we add true value with better access to fraud-
free supply.”
Higher rates of SIVT, such as bots acting as legitimate
users, require advanced analytics, significant human MediaMath is leading an industry wide effort to create
intervention and other measures to detect and an accountable and addressable supply chain through
mitigate. Leveraging White Ops’ Human Verification an alliance of agencies, brands, tech companies and
technology, impressions served on the MediaMath publishers designed to provide long term sustainable
platform will be guarded against malicious and solutions for a clean digital media supply chain with
sophisticated attempts to pocket advertising revenues brand safe, fraud free and viewable inventory. The
in a fraudulent manner, providing a comprehensive, partnership with White Ops is one of several being
timely and actionable view of the supply chain. developed in support of this initiative.

“The advertising supply chain must take innovative As part of this initiative, White Ops and MediaMath will
steps to prevent fraud and increase advertising co-locate servers globally that cover the entirety of
efficacy,” said Joe Zawadzki, chief executive officer, MediaMath’s footprint. The intent is this technology will
MediaMath. evaluate every impression MediaMath bids on, on a
global basis.

26 June 2019 - Cyber-security & Data Protection