MRC Accredits First European Firm over Ad Fraud

Ad auditing firm Adloox has become the first European tech company to be accredited by the Media Rating Council (MRC) for all 30 categories of ad fraud covered by the watchdog.

With offices in London, Paris and New York, Adloox tracks and verifies billions of impressions to help analyze ad fraud and viewability data across the digital market. Its Auditing Index enables ad agencies, trading desks and ad networks to identify problems such as bots and 'nesting' in real-time, enabling users to optimize their campaigns on the fly. The company has now received MRC accreditation for its ability to detect and remove both general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). MRC CEO George Ivie says the move is recognition of Adloox' leadership in ensuring a high quality environment for both buy and sell side digital advertising.

Marco Ricci (pictured), CEO of Adloox, comments: 'We're extremely proud to be the first (and only) European Business to be certified for our ability in fraud detection, both in general (GIVT) and the much more advanced SIVT accreditations. With all the deeply negative press, and stories of brands pulling their digital budget through lack of trust with their media buyers, our aim is to bring some quality measurement back into programmatic and prove how a smarter, more user-centric approach to verification, can help both buyers and sellers increase their digital performance, rather than hinder it'.

Web sites: www.adloox.com and www.mediaratingcouncil.org .