Infillion is an elevated media buying platform that combines premium creative with programmatic scale, precise targeting, and advanced measurement capabilities.
They use 42matters’ app-ads.txt file dumps, which provide insight into approved ad sellers for mobile and connected TV (CTV) apps, to enhance their real-time bidding (RTB) capabilities by automating fraud detection at runtime. Moreover, they used the file dumps for insight into direct and reseller inventory, enabling clients to enrich and optimize bid requests and campaigns.
Keep reading to learn how 42matters enables Infillion to streamline the pre-bid process on their demand-side platform (DSP) and give clients more control over their campaigns!
Infillion at a Glance
Infillion elevates media outcomes for agencies and brands with powerful ad solutions. Their proprietary technologies were custom-built for the best brands in the world and deliver the highest levels of consumer engagement and attention.
Infillion has a unique backstory. Its roots go back to three companies that eventually unified under a single banner. The first of these is SocialVibe, now known as TrueX. Based in Los Angeles, SocialVibe gained prominence for an innovative opt-in engagement advertising format. The second company, Paedae, is also based in Los Angeles. Like SocialVibe, Paedae earned its stripes in the mobile market, offering an integrated mobile advertising platform. The third company, Gimbal, began as a spinoff from Qualcomm. They specialize in geofencing, place management, and location intelligence.
By 2022, after a series of strategic acquisitions (Drawbridge, 2018; UberMedia and Fysical, 2019; InStadium and TrueX, 2020), Infillion had established itself as one of the most trusted names in the digital advertising industry, offering everything from footfall attribution to voice and video surveys. They are recognized globally for their innovative solutions and services that cater to high-profile clients across various sectors.
Infillion’s reputation in the AdTech ecosystem was further solidified by their 2023 acquisition of MediaMath, one of the first ever demand-side platforms (DSPs) in the mobile industry. It’s this side of the business that benefited most from the partnership with 42matters.
Infillion Takes Omnichannel Advertising to the Next Level
MediaMath is an omnichannel DSP that enables brands and advertisers to access the limitless potential of programmatic advertising with customizable, fully transparent, and optimized execution. The platform promises unbeatable performance for any vertical, across any channel.
By fusing MediaMath’s uniquely flexible execution with their attention-guaranteed video ads and first-party data, Infillion provides advertisers with end-to-end advertising experiences. Their comprehensive technology stack powers a sophisticated omnichannel approach to media buying.
Nevertheless, despite the potency of Infillion’s supercharged MediaMath offering, the extreme competitiveness of the DSP market made it challenging to rise above the crowd. Indeed, there are hundreds of solutions on the market, including formidable offerings from household names like Google, Amazon, and Yahoo. However, foremost among Infillion’s challengers are market leaders like The Trade Desk and Google Display & Video 360 (DV360).
Infillion Needed Comprehensive, Evergreen app-ads.txt Data
Undaunted by the prestige of their challengers, Infillion assessed that to become more competitive, they needed to improve their bid success rate without sacrificing advertiser ROI. For this, they looked to the Interactive Advertising Bureau’s app-ads.txt standard, an ad fraud prevention framework that enables SSPs and DSPs to combat unauthorized transactions.
The only problem was, Infillion operates in a real-time bidding (RTB) environment, meaning they handle millions of bid requests per second. So, for their app-ads.txt plan to work, they would need automated access to evergreen data that could be deployed at scale. In other words, they required near-instantaneous access to a comprehensive, always fresh dataset of mobile and CTV apps.
While Infillion initially contemplated building such a dataset in-house, they ultimately determined that collecting and maintaining the necessary app-ads.txt intelligence would require a resource commitment that was too high to justify.
42matters Delivers Actionable app-ads.txt Datasets
This led Infillion to 42matters. Our app-ads.txt file dumps are bulk download solutions that provide insight into authorized digital sellers and resellers for all apps on 12 leading mobile and CTV app stores. This includes: Google Play, Apple App Store, Amazon Appstore, Tencent Appstore, Huawei AppGallery, Roku Channel Store, Apple TV tvOS App Store, Amazon Fire TV, Google TV, LG, Samsung, and Vizio.
Here’s how Infillion leverages these file dumps to boost real-time bidding (RTB) on the MediaMath platform:
First, Infillion uses 42matters to facilitate timely access to comprehensive app-ads.txt data. This data is downloaded via the file dumps, stored in Infillion’s database, and refreshed regularly. This allows for quick access to accurate information during the bidding process.
Next, the MediaMath DSP analyzes millions of bid requests, looking for the right opportunities for their clients. Each request contains critical details that need to be validated at runtime, including app publisher ID, whether the seller is a direct partner or reseller, SSP details, path details, etc.
The MediaMath DSP then uses these data points to verify whether the SSP listed in the bid request is authorized to sell the app’s inventory. It does this by cross-referencing them with the app-ads.txt data provided by 42matters. If the listed SSP is authorized to sell the inventory, they place a bid. Otherwise, they label the request ‘Invalid Traffic’ (IVT) and forgo the opportunity.
Importantly, all of the steps above happen near instantaneously—in a matter of milliseconds. Any slower and the path validation process would completely inhibit Infillion’s ability to place ads.
Finally, Infillion can use the data collected to enrich user experiences and enhance their clients’ ability to make informed decisions when setting up ad campaigns on the MediaMath platform. For example, clients can run ad campaigns exclusively on direct inventory to avoid the higher costs and potential risks associated with reseller inventory.
42matters’ app-ads.txt File Dumps Have Enabled Infillion to…
…improve their DSP in a number of ways. First and foremost, it’s helped them filter out IVT, combat ad fraud, and ensure that they place bids on authorized requests only.
In addition, thanks to the flexibility of 42matters’ file dumps, Infillion has automated the process of checking app-ads.txt data at runtime. By extension, they’ve streamlined RTB and can place more high-quality bids.
Moreover, Infillion has enhanced their targeting capabilities and optimized cost efficiency by letting users decide whether they want to purchase reseller inventories at higher costs or focus their efforts on more affordable direct inventories.
Finally, because 42matters handles all data aggregation and makes it easily accessible for ingestion, Infillion has saved massively on developing and maintaining their own solution in house.
Indeed, with 42matters, Infillion no longer thinks about their app-ads.txt strategy. Now that the file dump is integrated into their workflow, it’s disappeared into the scenery, allowing them to focus their attention on more urgent matters.
If you have any questions about pricing, don’t hesitate to reach out to us directly!
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