Ventura-based The Trade Desk announced Aug. 31 that it would partner with Los Angeles company White Ops to protect advertisers from bots that recorded false online traffic and ad impressions.
The two companies will co-locate their North American, European and Asian servers and data centers, scanning ad impressions to detect fraud. Financial markets in particularly are susceptible to invalid traffic, the companies said in a news release.
“For too long, invalid traffic has been part of our industry,” said Jeff Green, CEO and co-founder of The Trade Desk. “There’s no level of fraud that is acceptable. Our partnership with White Ops means that we are the first advertising platform to block non-human impressions at the front door.”
If a bot is detected, the Trade Desk will block it, ensuring that ad agencies do not overpay for false views.
“With this historic partnership, the industry is coming together to take a stand against ad fraud,” said Sandeep Swadia, CEO of White Ops. “White Ops is a cyber security firm at the vanguard of an ongoing arms race with cybercriminals. This is the first time that White Ops’ Human Verification technology is being used to prevent fraud across an entire buy-side platform. This is a game changer.”
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