You might think that ad fraud would be less of a problem on retail media networks than the open web, and maybe you’d be right. But fraudsters are a creative bunch, so it makes sense that media analytics vendor DoubleVerify is working with Best Buy’s media network to measure results, ensure viewability, and check for brand safety. DoubleVerify will also help Best Buy monitor the quality of its own ad placements.
Then, operators judge their work. Sorry, not liking the sound of this…
Lunio is a new kid on the ad-fraud-detection block. Unsurprisingly, they claim to be a better job than earlier arrivals. But if they explain how, I couldn’t find it; all we know they use “a combination of data analysis and cybersecurity techniques to catch and block fake clicks at the source.” We also know they just raised a $15 million Series A.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.