Digital marketing outfit Amobee has joined companies like Pubmatic and Adobe in offering refunds for fraudulent activity in its ecosystem.
The announcement is part of a wider brand safety initiative.
Amobee is offering a refund program in the event fraud—invalid traffic, bot fraud and / or site fraud—does occur. Following the determination by an MRC-accredited vendor that fraud has occurred, Amobee will refund its tech fees for affected campaigns as well as any media fees Amobee recoups from its supply partners for fraudulent impressions on the affected campaigns.
“Brand safety and ensuring fraud prevention are two of the biggest challenges facing marketers today,” says Katie Ford, Amobee’s Chief Client Officer. “This long-term, advanced brand safety initiative ensures Amobee is able to align brand and agency clients with the highest quality inventory to support campaign objectives by delivering ads that are in view and seen by a real audience in a brand safe environment.”
She claimed Amobee’s technology and partnership with DoubleVerify helped eliminate fraud before it reaches the platform and equipped clients with pre-bid brand safety, contextual targeting and protection in the fight against fraud.
Brand safety initiative
The company today launched its Inventory Accountability Program which it described as a comprehensive brand safety offering.
Amobee’s brand safety and fraud prevention solution utilises both an early detection system and partnership integrations to prevent fraud from reaching its platform.
This, the company claims, ensures its DSP customers have access to the highest quality programmatic inventory. In addition, Amobee says it is among the first DSPs to block fraudulent mobile apps as part of the platform-wide offering.
Amobee says it is also the first DSP to offer multiple goal optimizations, coupling key performance indicators with a built-in viewability algorithm that delivers view rates up to 30 percent higher than other DSPs and minimizes the time required to adjust campaigns while they’re in-flight.
Already, 15 of its exchange partners, including OpenX, Telaria and Index Exchange, have joined the program. These businesses will extend their own anti-fraud program—preferably through an MRC-accredited vendor—and provide a level of fraud accountability, including issuing refunds, which exposure for brands and agencies alike.
Amobee is also participating in the IAB Tech Labs ads.txt initiative to help mitigate inventory fraud concerns and allow marketers to focus on creating compelling campaigns that resonate with their target audiences.