Unbiased world advert server Flashtalking stated on Tuesday that it has acquired Israeli-based advert fraud detection specialist Protected Media because it makes an even bigger push into the OTT house.
Phrases of the deal weren’t disclosed, however the acquisition was made with a mixture of money and inventory.
The deal permits Flashtalking to supply verification, fraud detection and viewability providers globally throughout desktop, cellular internet, in-app and CTV/OTT.
Protected Media, which has places of work in Tel Aviv and New York, acquired Media Score Council accreditation for fraud detection in OTT final 12 months, enabling advertisers that buy OTT stock to implement verification safeguards.
“CTV is such a sizzling house proper now and has numerous distinctive challenges that Protected Media’s expertise can actually tackle,” Flashtalking CEO John Nardone informed AdExchanger. “We’re actually excited to carry built-in information by way of the verification service into our built-in information merchandise, a simplified workflow and now actually deepening our capabilities in CTV.”
Protected Media’s 17 workers will be part of Flashtalking, and the corporate can also be hiring seven new verification specialists. The mixing course of will happen over the following six months.
The acquisition marks Flashtalking’s fourth M&A deal over the previous a number of years, which included dynamic artistic optimization firm Spongecell and attribution analytics supplier Encore Media Metrics.
“Before you purchase the media you’ve bought to have the artistic, and after you need to measure it,” Nardone stated.
Till now, although, Flashtalking didn’t assist consider stock high quality, and the advert server’s shoppers discovered it cumbersome to combine numerous verification companions.
Talks with Protected Media started in 2019, however Nardone stated the acquisition took on added significance final 12 months with the shift to streaming through the COVID-19 pandemic.
“This reinforces for the trade that Flashtalking is enjoying large within the OTT house and is investing and bringing distinctive capabilities to the desk that folks don’t have, and it’s a part of a long-term technique to win in that house,” he stated.
The OTT increase has created extra alternatives for fraudsters, notably large-scale “spoofing” assaults, through which scammers use server-side advert insertion to generate faux CTV stock throughout numerous apps, IPs and units, which may value advertisers and publishers tens of millions in advert spend.
“We’ve seen good publishers get fully thrown off platforms, get blacklisted for issues which don’t have anything to do with them,” stated Asaf Greiner, CEO and founding father of Protected. He added that Protected Media is working with publishers to assist clear their names with teams which have accused them of fraudulent actions.
Protected Media will even assist Flashtalking to speed up the set-up and administration of verification processes, because it’s an automatic device and doesn’t depend on error-prone shared spreadsheets.
Flashtalking had already been investing in its OTT and CTV partnerships and platform integrations with different verification companions, together with DoubleVerify and Oracle Moat, and Nardone stated Flashtalking will proceed working with them.
“However at the moment, as we exit the door, Protected Media is the one a type of that has an MRC-accredited OTT resolution,” he stated. “Flashtalking can be certain that shoppers won’t ever should doubt the standard of their impressions, particularly costly, high-value OTT/CTV impressions.”
Final 12 months, Protected Media uncovered an advert fraud scheme dubbed Hydra that stole tens of millions from advertisers by impersonating app visitors. The corporate labored with Google and the Reliable Accountability Group to close the rip-off down.
But it surely’s an ongoing course of.
“On the finish of the day, the takedowns of many of the assaults usually are not very helpful, since you take down the assault however you don’t take down the attackers – their group remains to be there,” Greiner stated. “For those who take away one in all their strategies, they’ll return with a brand new one. What’s vital for us is just not the precise takedown – it’s offering the trade and the advertisers with instruments to cooperate with each other and cope with the assaults as they materialize.”