Some clicks are worth more than others, especially in the world of online advertizing. Many ad views are created by bots rather than people, which is why the World Federation of Advertisers estimates that ad fraud will cost advertisers roughly $50 billion by the year 2025.
With that in mind, the fraud prevention company Adjust has announced the acquisition of Unbotify, an Israeli startup that has found a way to filter out the bots while still measuring genuine human traffic. Unbotify’s technology relies on machine learning to analyze in-app human behavioral patterns so mobile advertisers can be confident they’re reaching actual human beings.
“We are on a mission to bring more trust and transparency into the digital advertising industry,” said Christian Henschel, the Co-Founder and CEO of Adjust. “Combining the scale and experience of Adjust with the highly-skilled team and machine learning capabilities of Unbotify will propel Adjust’s flagship platform even further as the most robust Fraud Prevention Suite in the industry.”
Unbotify will continue to operate an independent office in Tel Aviv, with plans to double its 25-person team in the coming year. The acquisition was made possible thanks to debt financing from TriplePoint Capital, and makes Adjust one of many companies with plans to increase its anti-fraud spending in the future.