• by Tobi Elkin  @tobielkin, August 24, 2016

Data firm Dstillery and fraud detection technology provider White Ops on Wednesday announced an expanded partnership that will combine Dstillery’s audience engagement platform with White Ops' sophisticated invalid traffic (SIVT) accredited anti-fraud solution. The expanded partnership is focused on addressing mobile ad fraud.  

White Ops’ 2015 Bot Baseline study found that 38% of ad impressions originating from devices reported as mobile and identified desktop bots that mimic mobile browsing, skewing engagement metrics. Bots have the ability to mimic mobile browsers and target specific CPMs, demographics and to game viewability metrics, making ad fraud harder to detect.

The growth of fraudulent and other invalid digital traffic prompted the Media Rating Council (MRC) to establish rigorous standards for the detection and filtration of SIVT. In June, White Ops obtained accreditation certifying White Ops’ SIVT detection function and SIVT impression measurements compliance with the MRC’s Minimum Standards for Media Rating Research, the MRC’s Invalid Traffic (IVT) Detection and Filtration Guidelines and the applicable industry digital measurement guidelines by the Interactive Advertising Bureau (IAB).

 

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