The marketing industry's Media Ratings Council has for the first time certified a company in detecting "sophisticated" invalid traffic, part of an effort to bolster defenses against criminals that are believed to siphon billions of dollars out of the business each year through ad fraud.
White Ops, which emerged from "stealth mode" in 2013, received the accreditation under the MRC's new Invalid Traffic Detection Guidelines. The MRC is reviewing additional companies including ComScore,DoubleVerify, Integral Ad Science, Moat, Adloox and Pixelate for the same certification.
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