It’s refreshing and exhilarating to be selected for this important task; no other ad-supported mobile app we’ve seen has sought bank-grade fraud detection to protect its users and sponsors. – Whitney Anderson, CEO, Fraud.net Sports advertising is poised to grab massive attention and billions of dollars from fans and […]
Sports advertising is poised to grab massive attention and billions of dollars from fans and brands hungry to see live sports return later this summer. React LLC, the experiential advertising technology and entertainment company behind the Super Squares® mobile game show launching this fall, wants to make sure its in-game advertisers only pay for ad engagement and proven attention from authenticated fans. According to React CEO Frank Maggio, looking at attention as a valuable currency is the key to building the adtech company of the future. To accomplish this, React embraces the mindset typically reserved for financial institutions and fintech startups.
“In order for brands to be charged for ads served within our mobile game show, their creative must be viewed in full at least once, by a fully registered, authenticated fan whose identity remains protected,” states Maggio. “But it all starts with the fan – a real fan, playing from a real device. Ad fraud doesn’t start at the CDN or ad network level,” emphasizes React’s CEO. “It starts when a bot or bad actor initiates an ad play… that’s ground zero for ad fraud. That’s why we turned to Fraud.net – experts in payment and bank fraud detection – to ensure advertisers their ads are served and watched in their entirety by real people.”
Fraud.net is a New York-based technology company focused on ingesting diverse data from any source, tracking digital identities & behaviors, and integrating & building fraud prevention tools. “We quickly noticed that the React executive team took fraud and security more seriously than one would typically see in the mobile game space,” says Whitney Anderson, Fraud.net’s CEO. “Even before we learned that (React’s) three-year product roadmap included mobile wallets, payments, blockchain, and digital rewards, it was obvious that they treated payments of attention on par with payments of currency.” Concludes Anderson, “It’s refreshing and exhilarating to be selected for this important task; no other ad-supported mobile app we’ve seen has sought bank-grade fraud detection to protect its users and sponsors. Fraud.net hopes to be a part of the React ecosystem, as it expands, for decades to come.”
The integration of the Fraud.net suite of services will be among the first tasks at hand for Luigi del Basso, who joins React LLC as its inaugural COO, and interim CFO. Del Basso’s storied career began abroad in the early 1990’s, consulting with Olivetti SPA in Italy before leading the Software Development Team at Lloyds Bank in London. Del Basso went on to invent and deploy the world’s first Microsoft Windows payment processing application, and founded Servebase (later rebranded PXP, prior to acquisition by Kalixa in 2014). Maggio and Del Basso first became acquainted in 2018, as part of an exploratory powered card and mobile wallet tandem solution now firmly on the React deployment schedule for 2021.
“Software development and payment processing has always been my sweet spot,” notes Del Basso, “but the fintech field is a bit stiff and unexciting. Frank and React’s vision for treating payments of attention with the same value and importance as payments of money was at first disarming, as it is for most people.” Concludes Luigi, “But now that I see the entire vision for a ‘reactive world,’ and the way payments of attention and money will be equally protected, respected, and rewarded, I’m as excited as I have ever been in my career.”
Del Basso will oversee implementation of two Fraud.net products within React’s Super Squares® mobile game show app this fall. The first, Account Shield™, leverages proprietary data and technology to authenticate and verify a consumer’s digital identity, at the point of registration. “Before adding a user to our audience and ad measurement platform, we apply the same rigid analysis as a leading bank or credit card issuer,” remarks Del Basso. Even after meeting high authentication standards at registration, ongoing protection extends to every subsequent login, with Fraud.net’s Login Shield™. “It permits us to analyze at the device level, to see if it exhibits risk signals such as login inconsistencies, anonymizing proxies, VPNs, or TOR network activities – behavior you would not expect to see from a football fan watching a game from home.”
The Super Squares® live mobile game show remains on track to provide real-time gamification synced to the opening week broadcasts of the NFL season, scheduled to begin on September 10th. React projects over 10 million unique game plays over the initial 8-week Pilot; no more than eight brands will be eligible for season-long category exclusive sponsorships.
Founded by adtech and media measurement maverick Frank Maggio, React LLC is an experiential advertising technology and entertainment company that thinks of “advertising as a sport™.” By adrenalizing advertising™, React excites audiences with rewarding, branded two-screen experiences during the most viewed and attended sporting and media events in the world. The company’s commitment to “respect, protect, and reward attention” honors user privacy by never selling or sharing personally identifiable information. Details about React can be found at http://www.react.net, and Super Squares® details are available at http://www.SuperSquares.com.
Fraud.net is a leader in AI-powered enterprise risk intelligence. Its award-winning fraud detection platform helps digital businesses to quickly identify transactional anomalies and pinpoint fraud using artificial intelligence, big data and live-streaming visualizations. Its unified algorithmic architecture combines cognitive computing/deep learning, collective intelligence, rules-based decision engines, and streaming analytics to detect fraud in real-time, at scale. Fraud.net’s platform was designed to combat hard-to-detect fraud at digital enterprises in the e-commerce, travel and financial services sectors. Details about Fraud.net can be found at http://www.Fraud.net.