New MediaMath partnerships aim to fight ad fraud and improve supply chain visibility

MediaMath partners White Ops and Rubicon Project

Joining forces to further their fight against ad fraud, MediaMath and White Ops will co-locate servers globally that cover the entirety of MediaMath’s footprint and use White Ops’ Human Verification technology to block attempts at sophisticated invalid traffic (SIVT) and fraudulent impressions from trying to take advertising revenues.

Additionally, MediaMath is partnering with global ad exchange Rubicon Project to create a programmatic delivery infrastructure that is direct and transparent. Havas is the first agency to participate in the initiative.

The MediaMath and White Ops collaboration is a reunion of the two, after working together with the FBI on the 2018 takedown of 3ve, an especially sophisticated global network of online fraud operations that was designed to evade detection. An alliance with Google and Facebook brought the perpetrators to indictment and arrest.

“Fraud isn’t going to stop until companies stand up and push back – 3ve showed all of us that working together as a whole is the best way to approach it,” Jeremy Steinberg, global head of Ecosystem at MediaMath, told The Drum.

Now, a year after 3ve, White Ops and MediaMath are again collaborating. The two will combine their identity detection solutions to more easily weed out bots acting as legitimate users through the use of advanced analytics and human intervention. The result aims to guard against fraudulent impressions on the MediaMath platform by providing a comprehensive, timely and actionable view into the supply chain.

“By combining our own proprietary tools and processes with those of White Ops, and focusing on measurably superior outcomes, we can identify and avoid fraud and other undesirable activity, allowing our customers to focus on bettering the overall programmatic journey for the end user,” said Joe Zawadzki, CEO of MediaMath, in a statement.

MediaMath’s efforts of ad security are industry-wide, seeking an alliance between other agencies and brands that are committed to the same vision of trust and honesty.

“MediaMath customers – and thereby their consumers – as well as the broader buying community, will now enjoy a fraud-free environment, providing more transparency in programmatic buying,” Steinberg told The Drum.

Delivering on that promise of transparency is also a driver behind the MediaMath/Rubicon Project partnership. MediaMath is building advanced supply valuation algorithms, as well as ingesting Rubicon Project's machine-learned bid guidance models into its platform. Additionally, MediaMath will supply inputs to Rubicon Project that will feed guidance models that include advertiser and campaign details. This will be a closed-loop system that builds on MediaMath’s and Rubicon Project’s already established, separate but complementary bid guidance algorithms.

The system will allow agencies, such as first-mover Havas, to provide their clients with transparency down to the log-level of their end-to-end supply chain costs, which can help them optimize media performance.

“The current media supply chain is failing advertisers, publishers and consumers," Zawadzki said in a release. "We're taking the first step to create necessary change by partnering with Rubicon Project and Havas. A more accountable and addressable ecosystem, with the right values and purpose, will only come if a motivated and united alliance of leading marketers and agencies, with the right tech companies and publishers, working together."

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