• by Tobi Elkin  @tobielkin, February 21, 2017

Adloox, a global audit verification firm, said it has received global accreditation by the Media Rating Council (MRC). Adloox received accreditation for all 30 MRC-certified and classified categories of ad fraud.

The accreditation verifies that Adloox can identify ad fraud that is wasting advertisers’ programmatic budgets.

George Ivie, executive director and CEO of the MRC, said Adloox's MRC accreditation for desktop display SIVT (sophisticated invalid traffic), along with its prior viewable impression accreditation, highlights the company’s commitment to a fraud-free experience both on the buy and sell side of digital advertising.

A 2016 study by White Ops and the Association of National Advertisers found that ad fraud is estimated to be costing advertisers and others in the ecosystem $7.2 billion.

“We’re not just talking about botnets, we are seeing sophisticated patterns of traffic extension, ID spoofing and forced auto-refreshing that aren’t being picked up by regular viewability tools,” stated Marco Ricci, CEO of Adloox. “The problem is by not flagging them, they remain hidden in the bid stream. Up and down the supply chain, non-human traffic is available from SSPs [supply-side platforms] to DSPs [demand-side platforms] to publishers and networks.”