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Ad Fraud Fighter Forensiq Acquired
Impact Radius, which provides digital marketing and affiliate solutions, has acquired ad fraud prevention specialist Forensiq.
The firms say the combination of their skills will provide a single platform for brands and agencies to manage their advertising and marketing performance, combining 'algorithmic attribution of consumer journey touch points with cutting-edge ad fraud detection to reveal insights that are not polluted by fraudulent data'.
Forensiq claims to spot and remove ad fraud - which the IAB estimates costs the US marketing and media industry $8.2bn each year - all the way through the entire marketing funnel, from bid request to acquisition, leaving only viewable impressions served to real humans.
The news follows Impact Radius' recent raising of £30m in funds, in a round led by Silversmith Capital Partners. The company has more than 275 employees across seven offices worldwide. CEO Per Pettersen says of the latest news: 'Together the teams will focus on the development of artificial intelligence technologies, pioneering the new digital currency of attribution, viewability and ad fraud. Exposing and removing fraudulent traffic across devices and ecosystems will create a more pure, real-time data hub for media buyers, analysts and executives to stay on the same page, share granular insights and maximize marketing ROI'.
David Sendroff, founder and CEO of Forensiq, says his team is 'thrilled to join the Impact Radius team and assist their impressive roster of clients in the fight against ad fraud'. Forensiq was founded in 2010 in New York City and has offices in London and Silicon Valley.
Web sites: www.impactradius.com and www.forensiq.com .
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