London City Police partner with Adloox to tackle ad fraud

The London City Police is partnering with audit verification company Adloox to tackle online ad fraud, it has been announced.

The partnership will allow the police to investigate and remove sources of invalid traffic (IVT) and non-human traffic (NHT) that have been rapidly increasing across programmatic advertising.

The London City Police have already begun approaching industry bodies to introduce regulations and encourage responsible online advertising.

The partnership will also see a number of summits hosted over 2018/2019 which will educate businesses that operate online and highlight the risks and effects of ad fraud.

“The London City Police choosing to work with an ad tech company like Adloox is a real game-changer for our industry. There are over 30 types of IVT Fraud out there, and the industry as a whole is blind to most of them,” said Marco Ricci, CEO of Adloox.

“The police involvement shows just how serious ad fraud is and it should be a wakeup call for all brands, agencies and their suppliers, that they must now take this seriously and take action to ensure that they are protected. This is a whole new level in the fight against ad fraud, and it’s about time.”