NEW YORK – June 14, 2016 – Impact Radius, a pioneer in digital marketing and affiliate solutions, announced it has acquired Forensiq, a leader in advertising fraud prevention. The combination of the two sophisticated technology offerings will create the first truly trusted system of record for marketers to manage and optimize their digital campaigns with unparalleled clarity. Until now, no company has combined algorithmic attribution of consumer journey touch points with cutting-edge ad fraud detection to reveal insights that are not polluted by fraudulent data.
“Together the teams will focus on the development of artificial intelligence technologies, pioneering the new digital currency of attribution, viewability and ad fraud,” said Per Pettersen, Impact Radius CEO. “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.”
Today’s leading brands are increasingly scrutinizing their advertising budgets which is fueling the demand for data driven insights. At the same time, marketing analytics teams are relying on data riddled with fraud, which pollutes KPI’s used to make ad spend choices. Fraud is widespread, the IAB estimates that ad fraud costs the US marketing and media industry $8.2 billion each year. Having a single platform for brands and agencies to manage their advertising and marketing performance will go a long way bridging the gap between advertising technology (AdTech) and marketing technology (MarTech).
Forensiq eliminates fraud from the entire marketing funnel, from bid request to acquisition, empowering its users to ensure that their budgets are being spent on viewable impressions being served to real humans. Their fraud detection technology analyzes probabilistic and deterministic signals from over 4 trillion monthly events across desktop and mobile devices using a multi-layered approach to identifying and preventing fraud.
“We are thrilled to join the Impact Radius team and assist their impressive roster of clients in the fight against ad fraud,” said David Sendroff, Founder and CEO of Forensiq. “We believe in a world where advertisers can focus on improving ROI, and not have to worry about eliminating fraud from the equation. Our automated and seamless solutions allow advertisers to maximize the impact of every dollar spent.”
The acquisition comes in the wake of Impact Radius’ recently announced $30 million fundraising round led by Silversmith Capital Partners earlier this month.