Independent ad exchange Index Exchange (IX) and cybersecurity company White Ops have expanded their partnership to protect IX's global inventory across all channels and regions.
It allows buyers to purchase from IX’s emerging channels, such as mobile app and connected TV (CTV), with confidence that its supply chain is protected against invalid traffic before a bid request is ever sent to a demand-side platform (DSP) and made eligible.
White Ops’ Bot Mitigation Platform provides is an ad fraud prevention solution with a focus on the most sophisticated bots, guaranteeing the cleanest exchange possible.
“At Index Exchange, we have always prided ourselves in setting and raising the bar for inventory quality in the programmatic ecosystem,” IX vice president of product Mike McNeeley says.
“We have said time and again – ad fraud and invalid traffic should not be the buy side’s problem, and we are excited to continue our efforts to deliver on this commitment.”
This partnership brings the full capabilities of the White Ops Advertising Integrity solution, which prevents ad fraud pre-bid across desktop, mobile and CTV platforms, to all advertising efforts passing through the IX marketplace, a crucial element as IX continues to scale its omnichannel capabilities.
“Eliminating fraud from the ad tech ecosystem requires collective protection across the whole industry, and this partnership with Index Exchange, who historically has been a benchmark for quality in the industry, is another proof point that together, we are winning this fight against ad fraud,” White Ops co-founder and CEO Tamer Hassan says.
“Proactively implementing our Advertising Integrity bot mitigation solution across all inventory— including header bidding, display, mobile and CTV—enables Index Exchange to expand its leadership position in the marketplace as they move deeper into omnichannel, fraud-free.”
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