SOURCE: Simpli.fi

Simpli.fi

September 10, 2013 09:05 ET

Simpli.fi Elevates Campaign Integrity in Programmatic Display

Partners With RiskIQ and the Online Trust Alliance to Protect Brands Online and Safeguard Media Investments

FORT WORTH, TX--(Marketwired - Sep 10, 2013) - Simpli.fi, the programmatic marketing platform that leverages unstructured data, has further highlighted its commitment to online security and campaign integrity. The company today announces that it is working with RiskIQ, a leading provider of enterprise security solutions, to combat malware in digital advertising. Simpli.fi's Co-Founder and Chief Technology Officer Paul Harrison has also joined the Advisory Council of the Online Trust Alliance (OTA), a non-profit organization dedicated to the enhancement and protection of users' security, privacy and identity online. Simpli.fi is the first demand-side platform (DSP) to become a member of the OTA.

These alliances amplify the company's ability to ensure campaign integrity for clients using the Simpli.fi platform. Simpli.fi has long used its proprietary, page-level brand safety scan, along with custom whitelists and blacklists, on every ad server call to ensure its customers' advertising is served in brand-safe environments. By utilizing RiskIQ for Ads, Simpli.fi can better identify and mitigate malware sources, as well as isolate and identify low-quality and non-human traffic (NHT) prior to bidding.

This kind of traffic filter is critical, given the recent reports showing an increase in NHT in recent years, which inflate ad impression metrics. By helping to eliminate fraudulent traffic and malware, Simpli.fi can offer its customers lower waste, greater campaign visibility, and higher accuracy in reporting.

"Simpli.fi has always focused on delivering campaign integrity and visibility through the direct use of unstructured data, and this new technology only strengthens our abilities in that area," stated Harrison. "RiskIQ's innovative security solutions help us to minimize spend on bot traffic, and also to scan ads and detect malware -- eliminating compromised ads. Not only does this help protect both the consumer and our customers' brands, it safeguards the campaign investment."

A leading provider of security solutions that protect businesses beyond their firewalls, RiskIQ uses a purpose-built, worldwide proxy network to scan applications and web pages around the globe to detect anomalies, policy violations and previously undetected threats. Through intelligent proprietary technology, RiskIQ for Ads stops cybercriminals from delivering malware through compromised ads.

Harrison has also joined the OTA Advisory Council. A non-profit aimed at educating businesses, policy makers and stakeholders on optimizing online security, the OTA develops tools for protecting users' security, privacy and identity online.

"OTA applauds Simpli.fi's commitment and leadership to help stem the tide of fraudulent and malicious advertising, increasing the integrity of online advertising," said Craig Spiezle, executive director and president, Online Trust Alliance. "This collaboration will benefit consumers, interactive brands and advertising community."

"Our goal is to deliver relevant, profitable advertising that provides value to all stakeholders, including the consumer, the advertiser and the inventory owner," said Harrison. "Security and brand safety are a huge part of that, from protecting our customers' end users to ensuring that ads are served in an appropriate environment. We've developed a lot of knowledge in this area, and we're eager to share it with the OTA, as well as learn from their collective experience."

About Simpli.fi
Simpli.fi is a programmatic marketing platform that translates unstructured data into relevant and profitable advertising. By capitalizing on the insight and granularity offered by unstructured data, the platform empowers advertisers to deliver targeted ads built on real-time insight and context instead of using broader prepackaged segments. Simpli.fi combines the effectiveness of search marketing with the reach and brand impact of display advertising to drive higher performance, greater transparency and a more compelling customer experience. For more information, please visit Simpli.fi.

About The Online Trust Alliance https://otalliance.org
The Online Trust Alliance (OTA) is a non-profit with the mission to enhance online trust, while promoting innovation and the vitality of the internet. OTA's goal is to help educate businesses, policy makers and stakeholders while developing and advancing best practices and tools to enhance the protection of users' security, privacy and identity. OTA supports collaborative public-private partnerships, benchmark reporting, meaningful self-regulation and data stewardship

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