"Partnerships and technology are layers in what Mpire refers to as its 'formidable anti-fraud fortress', protecting partners and clients from the impacts of online advertising fraud."
19 October 2016, Toronto, Canada: Performance marketing innovator, Mpire Network, today announced the launch of its proprietary anti-fraud solution, TrafficGuard™. Bolstering its quality-control capabilities, the Company also announced a strategic partnership with fraud specialist, Forensiq. Partnerships and technology are layers in what Mpire refers to as its “formidable anti-fraud fortress”, protecting partners and clients from the impacts of online advertising fraud.
TrafficGuard is an automated anti-fraud solution developed to detect and intercept fraudulent traffic in real time. TrafficGuard utilises machine learning to detect and constantly learn from suspicious behaviour. This enables TrafficGuard to mitigate future, unknown threats to quality as well as existing, known threats.
Online advertising fraud is a growing concern in the online advertising industry. A recent report released by the World Federation of Advertisers (2016), estimated that online advertising fraud will cost advertisers US$50 billion globally, over the next decade. With the launch of TrafficGuard, Mpire Network is aiming to protect both its clients and supply partners, as well as benefit the industry as a whole.
Luke Taylor is the CEO of Tech Mpire, the parent company of Mpire Network. Talking about the online advertising industry’s fraud problem, he said “No one in the supply chain is immune from online advertising fraud. If you work in the industry, you are either observing some level of fraudulent activity or you just don’t know about it. The size and rapid growth of the industry makes it very attractive for fraudsters. The only way to eliminate fraud is for industry leaders to join forces to build defences that remove its profitability, disincentivising the activity.”
Mpire Network’s “formidable anti-fraud fortress” is comprised of layers of systems and procedures developed to combat fraud in the supply chain. By adopting a performance model, Mpire’s clients are only paying for conversions as opposed to clicks or impressions which are relatively easy for fraudsters to inflate. They also implement a rigorous screening process and on-going monitoring as another layer of quality control.
With the addition of TrafficGuard, Mpire Network has added the capability to detect a wider array of suspicious activity as it evolves, and then block it on an automated basis.
The Company’s belief that it will take wider collaboration to stem the volume of fraud in the industry, is reinforced by their recent partnership with fraud specialist, Forensiq.
Mr Taylor said, “Through our partnership with Forensiq, we are able to leverage best-in-class fraud detection that has been developed over six years by specialists in the area. We are very excited to utilize their unrivalled insight to safeguard the quality of our network.”
Of the partnership, Forensiq’s CEO, David Sendroff said:
“We commend Mpire for taking a proactive stance and working with their supply partners to help them improve their quality and maintain their reputations. Ultimately, this is a sustainable approach that will be invaluable to their partners, and the industry as a whole.”