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MobileFuse Granted Patent For Location Verification Product, Delivers Industry-Leading Location Targeting And Measurement

Leading mobile advertising platform also experiences over 80% OM SDK opt-in rate on MFX Exchange, improving measurement capabilities for clients

MobileFuse, one of the largest in-app, CTV, and DOOH advertising platforms, announced it was granted a patent by the United States Patent and Trademark Office for its MFI Location Verification product. Additionally, the company announced that over 80% of publishers using MFX Exchange, MobileFuse’s transparent and brand-safe video and display inventory, opt to utilize OM SDK. Adhering to IAB standards, OM SDK enables publishers to use third-party viewability providers to verify impressions and measurement across numerous channels including video and mobile apps.

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The MFI Location Verification patent demonstrates MobileFuse’s track record of developing industry-leading solutions that drive results for clients. A core offering of MobileFuse’s platform, the solution analyzes the reliability of passed Latitude/Longitude data by testing incoming signals for consistency. It also reviews Latitude/Longitude data in association with contextual clues from Point of Interest databases. The patented solution delivers precise, holistic, and fraud-free location targeting — including geofencing and geotargeting for campaigns based on quality checkpoints. The checkpoints consist of signal type evaluation, geotargeting validation, centroid fraud check, n-gram plotting fraud check, signal palindrome fraud check, and a cross-reference through the company’s historical fraud-offenders database.

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With the depreciation of cookies and iOS 14.5, location is the next best method for appropriately identifying and targeting audiences. MobileFuse incorporates MFI Location Verification in all campaigns as a unique added value for clients.

“Brands and marketers always look to engage audiences at the right moment, and a key indicator of that is where consumers actually are at a given time. However, there’s issues of fraud in this space and our patented MFI Location Verification solution directly combats this,” said Ken Harlan, founder and CEO of MobileFuse. “Going hand-in-hand with this is empowering marketers to accurately measure viewability across devices — regardless of in-app or web environments. As consumers double-down on video content and move deeper in-app, measurement insights are exactly what’s needed to optimize campaign results.”

Over 80% of MobileFuse bid requests are OM SDK eligible, showcasing how the company is increasing the status-quo associated with measurement. Through MFX Exchange, brands and marketers can better measure the viewability of video, mobile web and in-app environments, and can iterate on campaign messaging and creative to optimize results.

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