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"The association aims to clean the inventory with better quality and performance and not only help advertisers in India but also in markets like the US, Europe and in South East Asian countries," Xapads Media founder and CEO Nitin Gupta said.
The company offers its services in programme-based media buying on digital platforms. Its clients include Groupm, Publicis, Dentsu, Mobikwik, Bigbasket, Mediamath, Apptv, Bidsopt, Rhythmone, among others.
"The association will also help measure fraud type and volume to optimise away from fraudulent traffic. The partnership will aim to achieve reinforced brand safety by ensuring that the ads are not served on websites/apps associated with malicious activities.
"Billions of dollars are lost to digital ad frauds each year," the statement said.
Around 31 per cent of programmatic desktop impressions were fraudulent in first quarter of 2017, while 36 per cent fraud rate was found on smartphones. Moreover, 17 per cent fraud rate on tablets was reported.
(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)