comScore acquires MdotLabs, aims to curb ad fraud

ComScore said its aim is to eradicate non-human traffic from its audience and advertising measurements with MdotLabs' technology.

ComScore, which tracks and analyzes web and mobile audience reach, said Monday it will acquire MdotLabs, which monitors non-human traffic.

mdotlabs

Non-human traffic, which includes bots, click farms and other networks, has been an issue for marketers since it can increase advertising costs and create fraudulent clicks. Non-human traffic can account for more than 50 percent of a digital ad campaign.

MdotLabs uses signal processing, machine learning and algorithms to spot malicious traffic. ComScore said its aim is to eradicate non-human traffic from its audience and advertising measurements.

According to comScore, MdotLabs' technology will be integrated into its Media Metrix and Campaign Essentials suites. MdotLabs' flagship platform, which aims to deliver verified impressions and curb ad fraud, is called AdSecure.

Terms of the deal weren't disclosed, but comScore did say that the management team of MdotLabs would join the company.

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