ComScore Will Acquire MdotLabs to Help Fight Ad Fraud

Analytics notable will use the startup's safety technology

Cyber-safety startup MdotLabs is being acquired by comScore, an online analytics and fraud prevention.

MdotLabs's 12-person staff will join the Reston, Va.-based researcher's team. The move appears to be of a broader effort to stem the tide of non-human traffic (NHT) that has caused $14 billion in losses for the online advertising sector. For the last year, brands have begun to demand that platforms and agencies take a stronger stand on making sure promos are actually seen.

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