Infectious Media, the international programmatic agency, has integrated premium ad verification solution, Adloox, into its programmatic platform. The partnership encompasses brand safety, ad viewability and anti-fraud tools that enable Infectious Media to measure, monitor and respond to inventory quality and ad fraud signals in real time.
“The four key strategic principles that guide Infectious Media’s technology development roadmap are transparency, insight, control and interoperability”, states Andy Cocker, COO & Co-founder at Infectious Media. “Over the past 18 months, we have scaled our access to ad exchanges in a very measured and controlled way, with an unrelenting focus on quality. 85% of our trading is conducted within private marketplaces or private auctions.”
“When considering how best to safely scale our buying into the longer tail of programmatic inventory we decided to develop a long term, deeply integrated partnership with specialist technology vendor Adloox. They help us to measure, monitor and respond in real time to inventory quality and ad fraud signals. This allows us to reach into the long tail, whilst maintaining inventory quality and minimising the impact of ad fraud”.
“Because of the extent of our integration with Infectious Media’s proprietary bidder, we act as their tech partner, not just a reporting tool” explains Marco Ricci, CEO at Adloox. “We are working together every week, fine-tuning and creating new sophisticated pre-bid models to cleanse the inventory from fraudulent malpractice. It's this attention to detail on both sides that ensures close to 100% of the inappropriate and fraudulent activity is spotted and shut down before it reaches a live campaign.”
