Cybersecurity firm HUMAN Security has partnered with mobile advertising giant InMobi to help tackle fraudulent behaviour.
Mobile is projected to account for 75 percent of global ad spend by the end of 2021—offering huge opportunities for the industry, but also making it a major target for cybercriminals.
Kunal Nagpal, SVP and General Manager of the Publisher Platform and Exchange at InMobi, said:
“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.
InMobi is also proud to be the first in-app Human Collective partner in the battle against mobile app fraud. We strongly believe that the industry can eliminate fraud only through such an open collaboration.”
Human Collective is a collaborative effort to disincentivise cybercrime through cooperation and the sharing of resources. Current members include: Amica, OMG, Magnite, and theTradeDesk.
InMobi will also be deploying HUMAN’s MediaGuard solution across its entire inventory.
MediaGuard is designed to detect and mitigate sophisticated bot activity that affects inventory quality, harms platform reputations, and steals from advertisers.
Tamer Hassan, Co-Founder and CEO of HUMAN, commented:
“To sustain its growth, digital advertising needs a trusted marketplace built through global collaboration and strong partnerships.
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.”
HUMAN’s solution is the first to be fully-accredited by the Media Rating Council (MRC) for end-to-end coverage against sophisticated invalid traffic for desktop, mobile web, mobile in-app and connected TV (CTV).
Earlier this year, partners from the Human Collective disrupted the PARETO fraud operation. The PARETO 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.
(Photo by John Torcasio on Unsplash)
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