Human Security (formerly White Ops), a cybersecurity company that protects enterprises from bot attacks, has partnered with InMobi, a provider of marketing and monetisation technologies.
The partnership sees InMobile integrate Human’s MediaGuard solution and aims to build a transparent and fraud-free in-app advertising ecosystem with real-time visibility and active protection against malicious bot activity.
The partnership also sees InMobi joining the Human Collective as part of a collaborative effort to disincentivise cybercrime by raising the consequences and practical cost of fraud through shared resources and cooperation across the industry.
This move comes ahead of projections which will see mobile account for 75% of total digital ad spend.
Vasuta Agarwal, managing director - Asia Pacific, InMobi, said, "As programmatic continues to rise in popularity across APAC, our direct integration with Human ensures that we continue to reinforce the promise of trust and transparency the channel brings by combating all forms of pre- and post-bid invalid traffic and fraud on the InMobi Exchange. We are also looking forward to becoming a member of The Human Collective where we can unite resources, share learnings, and innovate on these solutions faster by collaborating more closely with other ecosystem partners."
Kunal Nagpal, senior vice president and general manager, publisher platform and exchange, InMobi, added, "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.”
Tamer Hassan, co-founder and CEO, Human, said, "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.”
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