InMobi and HUMAN partner to fight fraud and keep mobile in-app advertising secure
HUMAN Security, Inc. (formerly White Ops), a cybersecurity company that protects enterprises from bot attacks, has today announced a partnership with InMobi, a leading provider of marketing and monetisation technologies. The partnership, which includes a direct integration with HUMAN’s MediaGuard solution, enforces both companies’ commitment to building a transparent and fraud-free in-app advertising ecosystem with real-time visibility and active protection against malicious bot activity.
In addition, InMobi is joining the Human Collective, a programme to protect the digital advertising ecosystem, as part of a continued, collaborative effort to disincentivise cybercrime by raising the consequences and practical cost of fraud through shared resources and cooperation across the industry.
By the end of 2021, mobile is projected to account for 75 per cent of total digital ad spend. Combined with global smartphone adoption, mobile advertising is particularly attractive to bad actors. As one of the largest mobile in-app exchanges in the world, InMobi’s partnership with HUMAN and deployment of MediaGuard across all of its inventory reflects the continued commitment by InMobi to protect mobile advertisers from fraud while also strengthening HUMAN’s mobile fraud capabilities.
“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 [Media Rating Council]-accredited vendor. This partnership reaffirms and enhances that commitment,” said Kunal Nagpal, Senior Vice President and General Manager, Publisher Platform and Exchange at InMobi.
“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 is the first solution in the space to be fully accredited by the MRC for end-to-end coverage against sophisticated invalid traffic (SIVT) for desktop, mobile web, mobile in-app and connected TV (CTV). This includes accreditation for pre- and post-bid detection and mitigation of SIVT, which is notoriously challenging to detect as fraudsters attempt to mimic genuine user behaviour. The partnership with InMobi aims to ensure that customers and partners will be protected from emerging forms of SIVT–background ad activity, hidden ads, app misrepresentation/spoofing, measurement manipulation and more – while guaranteeing always-on fraud filtering and measurement across the platform, covering 100 per cent of the inventory available on InMobi Exchange.
“To sustain its growth, digital advertising needs a trusted marketplace built through global collaboration and strong partnerships,” said HUMAN Co-Founder and CEO Tamer Hassan.
“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 levels up its ability to enable brand-safe transactions within its exchange.”
For more information about the Human Collective, visit www.humansecurity.com/humancollective.
