Bidstack acquires ad fraud prevention firm Pubguard

AI-focused in-game advertising company Bidstack Group PLC (AIM: BIDS) has made efforts to safeguard their safe brand environment with today’s acquisition of ad fraud prevention platform Minimised Media Limited, which is listed as Pubguard.

Pubguard’s technology is established within the advertising industry and will be used to protect Bidstack’s digital gaming inventory against illegal, malicious and offensive ad content on in-app mobile and desktop formats.

With pressure mounting from industry leaders and 65% of advertisers present in non-brand safe locations, the Pubguard AI technology will serve to support the growth of in-media seamless branding offerings. Other offerings in this field have included the AI-enabled in-video advertising products of MirriAd Advertising plc (LON: MIRI), which intelligently recognises and places brands in film-based media.

It is believed the Pubguard platform will act as a ‘ready-made solution’ to save the Company time and resources developing the offerings of its Software Development Kit. Pubguard is with Bidstack at the London eSports hub – Here East – with plans for the two to co-develop in-game viewability and refine data processes, in addition to ad fraud prevention technology.

Bidstack comments

James Draper, CEO of the Company, stated,

“As custodians of studio director’s artwork the prevention of fraudulent advertising is a priority for us. Pubguard brings a number of technical and commercial upsides to Bidstack. First, we are protecting gamers against fake adverts that, for example, could redirect them to adult content. Second, Pubguard brings the group technology and a brand that is respected in the gaming and digital media space.”

“As we have said previously, our intention is to grow Bidstack to become a significant media owner in the video games market. We stated Q3 would be an important period for us and I believe the purchase of Pubguard, our first venture into growth by acquisition, shows our commitment towards commercial innovation.”

“We’d like to welcome the Pubguard team into the Bidstack family and we look forward to growing the business further.”

Investor notes

Despite what could be seen as a positive update, the Company’s shares have dipped 3.41% or 1.12p to 31.88p a share 01/08/19 15:05 BST. Neither the Group’s p/e ratio nor their dividend yield are available, their market cap is £76.05 million.

Elsewhere in the tech sector, there were updates from; Nektan PLC (LON: NKTN), Keywords Studios PLC (LON: KWS), Biome Technologies plc (LON: BIOM) and Midwich Group PLC (LON: MIDW).

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Senior Journalist at the UK Investor Magazine. Also a contributing writer at the Investment Observer, UK Property Journal and UK Startup Magazine. Postgraduate of King's College London with a specialisation in Business Ethics. Interested in Development Economics and David Hume.