Colossus Media LLC (“Colossus SSP”), a subsidiary of the only Black-owned publicly traded advertising technology company, Direct Digital Holdings (DDH), announced it has partnered with Confiant, a leader in cybersecurity for digital advertising, to combat criminal activity online and malicious advertising. This collaboration aims to safeguard publishers, advertisers and consumers by integrating Confiant’s advanced cybersecurity technology with the Colossus SSP platform.
The digital advertising landscape faces ongoing challenges from “malvertising,” a serious threat that encompasses various malicious activities from forced redirects to ransomware. Recent industry data highlights the severity of this issue, with 1 in every 79 ad impressions revealing significant security or quality issues, and U.S. consumers losing more than $12.5 billion to malicious ads in the past year. Recognizing these growing risks, Colossus SSP has taken a proactive approach to protect its network of over 21,000 publishers and the billions of impressions it serves monthly.
“Protecting users from online threats and malvertising is a critical priority. Thanks to our partnership with Confiant, we can offer publishers a safer platform for monetizing their inventory, while ensuring that advertisers reach real people in brand-safe environments,” said Lashawnda Goffin, Chief Executive Officer of Colossus SSP.
Colossus SSP’s new partnership addresses the industry’s security challenges by leveraging Confiant’s cutting-edge platform to monitor and block potentially malicious ads, complementing the company’s already rigorous quality control measures. This technique targets both security violations involving malicious code and quality violations such as misleading ads that lure users into scams. By enhancing overall security measures, the partnership delivers a safer, more trustworthy experience for users while ensuring advertisers’ campaigns are displayed in brand-safe environments.
The partnership between Colossus SSP and Confiant has already demonstrated impressive results. Security violations have been reduced from the industry average of 0.19% to less than 0.002%, while ad quality violations have dropped from 1.57% to 0.08%. This represents a nearly 95% reduction across both issues. As a result, ads served through Colossus SSP are now 20x safer compared to industry norms. These outcomes underscore Colossus SSP’s commitment to protecting the digital advertising ecosystem.
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