MarTech Series – Marketing Technology Insights
Digital ad verification and fraud prevention platform, TrafficGuard, announced a partnership with online gaming affiliate tracking RavenTrack aimed at helping brands and advertisers to maximise their returns on ad spend on their affiliate marketing with invalid traffic and ad fraud prevention.
The global pandemic has undoubtedly caused a massive increase in the number of active users that indulge in sports betting regularly. A global statistic from Casino.org suggests that almost 26% of the world’s population bets, and the global market is expected to grow from $76.79 billion to an impressive $127.45 billion by 2025, according to Research and Markets.
Affiliate marketing is a crucial strategy employed by these gaming and sports betting companies, for faster, quicker customer acquisition. However the level of financial and competitor growth within the industry has created a strong attraction from fraudsters, and companies can fall prey with little to no knowledge this is even occurring. And, with the betting industry only saturating further, companies cannot afford to suffer from low ROI and poor campaign performance. Through TrafficGuard’s Affiliate Protection service, brands and marketers can combat and prevent misattribution in common types of invalid traffic (IVT) such as cookie stuffing, domain spoofing, anonymised traffic and compliance fraud present in online gaming today.
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TrafficGuard’s full-funnel, multipoint solution measures the end-users engagement, intent and propensity to convert to give the most transparent view of their advertising activity enabling the best possible return on ad spend. The product also offers customised filters so advertisers can ensure that their affiliate partners are only being rewarded for the activity that is permitted by their terms and conditions.
“This online gaming and gambling industry got a huge boost in the pandemic, but bad actors also joined in the fray quite actively. At TrafficGuard we are passionate about protecting the erosion of marketing spending and recognised that the damage done to businesses due to these malicious activities is enormous. Through our Affiliate Prevention and integration into RavenTrack, we want to enable the brands and advertisers using their market-leading software to get their optimised and accurate ROAS with the right data, at the right time. With our full-funnel protection and expert product channel team, affiliate platforms like RavenTrack can deliver positive business outcomes through their customers.” says Matt Sutton, CRO of TrafficGuard.
Adam Rowley, Managing Director (RavenTrack) commented, “We understand the value of accurate tracking where every minute movement in each measuring metric matters. Our clients already reap the rewards of our fraud prevention tracking, and the partnership between RavenTrack and TrafficGuard will see our customers benefit from TrafficGuard’s premier expertise across ad networks, especially supporting customers in the global gaming and sports betting arenas, thereby helping us further our mission of ensuring the best possible performance for our customers.“
To support, grow and enable the success of this channel, TrafficGuard will deploy a structured team of affiliate experts helmed by Kalen Bushe, VP of Affiliate Partnerships.
Riding on the success and wins of major clients such as Disney Streaming Services, the integration with RavenTrack also marks the company’s second major announcement in recent weeks, having previously unveiled TrafficGuard Social – a solution that offers complete ad fraud prevention and protection on Facebook. Come 2023, TrafficGuard will roll out social capabilities for self-serve SMB users whilst expanding its offering to TikTok, Twitter, and LinkedIn, in response to rising client demand.
TrafficGuard is a global advertising verification company that helps advertisers to avoid wasted spend and unlock the best outcomes. TrafficGuard drives superior advertising performance by verifying advertising engagement as they occur, proactively blocking invalid traffic from infiltrating marketing campaigns – helping ad spend to reach more real users and protecting the integrity of data that marketers, agencies, designers, and developers rely on day in, day out to drive performance improvements.
TrafficGuard is based in Australia, headquartered in Perth. The company also has offices in Singapore, and has a staff presence also across the UK, Brazil India, and the US, serving over 4000 customers globally.
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MarTech Series (MTS) is a business publication dedicated to helping marketers get more from marketing technology through in-depth journalism, expert author blogs and research reports.
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