blinkx & Forensiq Partner for Market First of Fraud Detection

blinkx plc, the Internet media platform that connects consumers with brands through professionally generated content, today announces a partnership with Forensiq, a market leader in fraud detection. In a market-first move, blinkx has implemented Forensiq’s technology and processes in a unique way enabling it to combat fraud in real time.

blinkx’s UK & European partnership with Forensiq follows the announcement of global deals with Integral Ad Science and Nielsen. “We look at verification as not just a ‘viewability’ piece, but a combination of three very separate elements that include ad viewability, brand safety and fraud detection. As an industry, we must treat each of these elements differently and ensure we have the best tools in place to identify how we can improve our value proposition and performance to our advertisers. Our goal in fraud detection is not simply to identify if and how much we are exposed, but also what measures we can take to eradicate suspicious traffic in real time. We are extremely pleased with the progress we have made since implementing Forensiq and our other two world-class verification partners. Most importantly, we are encouraged by the positive response from our advertisers regarding the steps we have taken, and the results we are achieving” said Donald Hamilton, UK SVP of Advertising at blinkx.

Erol Soyer, Managing Director of Forensiq said, “We are extremely excited and proud to be associated with an organization of blinkx’s stature and standing in our industry. This partnership complements the innovative and unique approach blinkx have adopted to proactively eradicate suspicious sources of traffic, rather than analyse what happened after the event. This partnership showcases both our platforms’ capabilities, and also shows how seriously blinkx takes the integrity of digital as a channel to market. Fraud in digital advertising affects everyone – agencies, publishers, media owners, intermediaries and ad tech vendors, so to see blinkx lead with fraud detection and prevention is a very promising sign.”