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Tracking platform Impact Radius buys anti-ad fraud service Forensiq
Acquisition creates what the newly combined company says is the first such service with a built-in, major anti-fraud capability.
The newly combined companies say that their integrated platform will be the “first marketing system of record with built-in fraud detection.” Impact Radius offers mobile and desktop attribution services that track which marketing efforts led to conversions or other desired consumer actions, as well as a management platform for affiliate marketing and for marketing tags. Here’s a screen from its attribution service:
Deal terms were not announced, although the acquisition comes on the heels of $30 million recently raised by Impact Radius, whose customers include Getty Images, Shutterstock, Tommy Hilfiger and Ticketmaster.
Per Pettersen, CEO of Impact Radius, told me that both companies had previously partnered on specific accounts. Although it will be integrated into the Impact Radius platform, Forensiq will continue to offer its standalone services to any client, Forensiq founder and CEO David Sendroff said.
Forensiq is designed to spot and eliminate fraud throughout the entire ad cycle, utilizing over four trillion events every month on desktops and mobile devices.
Pettersen declined to provide statistics about how much fraud his company has previously detected and battled in its tracked traffic or to say how clean they expect the Forensiq integration will make the new Impact Radius.
The Interactive Advertising Bureau estimated last year that ad fraud costs marketers and media over $8 billion annually.