In-game advertising platform Anzu.io and MRC-accredited fraud-prevention solution Forensiq announced a new partnership representing the first-ever fraud detection collaboration for in-game advertising. This partnership will allow Forensiq to detect and score general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT) across PC, console, and mobile.
Ad fraud continues to be a major concern for digital advertising as a whole, with a reported risk of a loss amounting to USD$23bn (£17.8bn) globally. In-game advertising promises a brand-safe environment that is free from user-generated content and gives full control over ad placements. However, as with any new ecosystem, bad actors are constantly in search of opportunities to siphon advertisers’ spend. It takes time to develop and implement fraud-detection methods, so intruders will act as quickly as possible to exploit this lack of safeguards.
“We have been working hard to understand and provide solutions to the pain points of advertisers and publishers with our innovative technology. Brand safety and fraud protection remain our top priority. All of our integrations already go through a strict internal compliance process to ensure that. Forensiq, with their cross-platform solution that offers advanced fraud-detection capabilities, was a natural partner of choice for us to make our in-game advertising offerings more secure and deliver high value,” said Itamar Benedy, CEO and Co-Founder of Anzu.
Anzu makes advertising accessible by seamlessly integrating immersive ads into the gameplay. This technology extends advanced brand safety and viewability to console gaming, which was so far limited to mobile. Anzu’s wide network of brands and game studios will benefit from Forensiq’s MRC-accredited fraud-detection solution which includes machine-learning algorithms for improved identification to block fraud and keep ad inventory secure.
“At Forensiq, we strive to work with companies that are as adamant about fraud detection and prevention as we are, which is why we are thrilled to be working with Anzu. We’re excited to provide our industry-leading fraud detection capabilities to brands entering this exciting new space,” said Andrea Anez, Global Director of Forensiq.