30th Mar 2015 07:46
LONDON (Alliance News) - Blinkx PLC Monday said it has signed a technology licensing deal with Zenovia Digital Exchange to help it filter fraudulent internet traffic before it enters the marketplace.
Blinkx will obtain rights to proprietary software, hardware and intellectual property, including Zenovia's traffic pre-filtering technology, Velvet Rope. This technology will be integrated into the blinkx platform to expand the company's ability to eliminate suspicious, underperforming or fraudulent traffic before it enters the marketplace.
The internet media company said integrating Velvet Rope technology into its platform will augment advertisers' ability to maximise their return on investment across desktop, video and mobile inventory, while providing its publisher partners with higher yields for validated traffic.
"Our mission is to be the dominant aggregator of quality digital audiences at scale, across devices. The ability to prevent, rather than just measure fraud, is the correct approach to provide a brand-safe digital advertising environment," Chief Executive S. Brian Mukherjee said in a statement.
"We expect this technology to bolster blinkx's position in the programmatic value chain by providing a definitive, transparent measure of inventory quality against any measurement standard that the advertiser chooses, and thereby advance the company's vision to connect audiences with brands through premium content across devices," he added.
Shares in blinkx were trading up 2.7% at 30.31 pence Monday morning.
By Karolina Kaminska; [email protected] @KarolinaAllNews
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