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Technology Featured Global

Anzu, HUMAN team up for safeguarding in-game ad spaces

Tel Aviv, Israel – Global in-game advertising platform Anzu and cybersecurity company HUMAN, formerly White Ops, have announced a new partnership, with the objective of safeguarding the in-game advertising space by detecting invalid traffic (IVT), general invalid traffic (GIVT), and sophisticated invalid traffic (SIVT) among Anzu’s programmatic gaming inventory across mobile and PC.

By leveraging HUMAN’s pre-bid and post-bid solutions, MediaGuard, Anzu ensures that campaigns run across its inventory retain low fraud levels, allowing them to continue to harbor a safe space where both advertisers and publishers can feel confident working together to effectively reach gamers around the world.

Part of the inspiration between the partnership can be traced back to the fact that losses due to ad fraud are expected to continue to cost the industry billions of dollars each year, and sophisticated bots pose a significantly increasing threat to the gaming world.

For Itamar Benedy, co-founder and CEO at Anzu, he states that the company remains committed to making advertising in games better and putting ad quality at the heart of everything they do, adding that they aim at bringing in digital standards in-game and partnering with the industry leaders that advertisers know and trust.

“We continue to partner with the world’s brand safety, transparency, measurement, and data privacy leaders to ensure our clients can measure media value across channels and build their media strategy accordingly. This new partnership with HUMAN will take our commitment to create a brand-safe, fraud-free ecosystem to the next level,” Benedy stated.

Furthermore, said partnership ensures that customers and partners will be protected from emerging forms of in-game SIVT-background ad activity, hidden ads, misrepresentation/spoofing, measurement manipulation and more, while guaranteeing always-on filtering and measurement across the platform.

“Anzu ensures gamers can play without interruption while enabling brands to enter into a trusted marketplace that is native, creative and dynamically updateable. This forward-looking partnership with HUMAN will strengthen our ability to fight sophisticated cybercrime while ensuring a seamless user experience across the advanced in-game advertising platform,” says Tamer Hassan, co-founder and CEO at HUMAN.

HUMAN achieves the scale of ad verification through its continued expansion in cybersecurity, now offering a suite of products to protect the complete digital customer journey: BotGuard for Applications, BotGuard for Growth Marketing and MediaGuard. With new partners and enterprises now able to leverage one of its products, Human Verification Engine™, comes an even deeper understanding of the cybercrime landscape, enabling HUMAN to adapt continuously, staying ahead of adversaries and offering their clients collective protection against threat models they have yet to encounter.

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Technology Featured Southeast Asia

Forest Interactive, cybersecurity firm Evina team up for fraud prevention, CX benefit

Kuala Lumpur, Malaysia – Mobile platform developer Forest Interactive has announced a new partnership with French-based cybersecurity firm Evina in detecting and preventing fraudulent traffic, an online threat amplified by the global pandemic.

Said partnership was in response to the significant increase of fraudulent traffic across digital marketing campaigns implemented across Asia and Europe. Prior to the partnership, Forest Interactive had already implemented various digital restrictions such as the prohibition of clickjacking, iFrame, and auto-subscribe, yet non-human traffic was still accumulating.

“While proper restrictions have been rolled out as a guideline for affiliate marketing partners, the rising trend of digitization has intensified fraud attempts and suspicious traffic, which have an impact on the long-term sustainability of our digital campaigns,” said Khedir Yaakub, regional head of marketing & business development at Forest Interactive

He also added, “Our collaboration with Evina is proof of our continued commitment to ensure our services are fraud-free, thus improving our customer experience and end-to-end operations. By implementing this solution into our ecosystem, we would be able to recognize authentic sources and also reduce the fraud rate percentage from a tailored dashboard, allowing us to protect our services from being promoted illegally and to more accurately optimize our campaigns.” 

DCBProtech Dashboard
The dashboard of Evina DCBprotect (Courtesy of Evina)

Meanwhile, David Lotfi, CEO of Evina, said: “Through our collaboration with Forest Interactive, a key industry player in the South Asia set on conquering fraud, we are one step closer to eradicating mobile fraud altogether, in the region and worldwide. By integrating our anti-fraud solution, Forest Interactive will witness first-hand the benefits of a drop in its fraud rate like cleaner traffic, reduced complaint rates, and better business. End-users will be protected from fraud and the mobile platform developer can go on doing what it knows best: providing innovative solutions for mobile operators, fraud-free.” 

The newest cybersecurity partnership will utilize Evina DCBprotect and will be implemented to mobile services with high fraud traffic cases, which includes Thailand, Myanmar, Pakistan, Kuwait, Malaysia, Austria, and the United States of America.