Adjust acquires Unbotify
Founded in 2012, Adjust has become increasingly focused on ad fraud, and in fact created an industry group called the Coalition Against Ad Fraud a little over a year ago. Co-founder and CTO Paul Müller argued that although the industry has become increasingly concerned about fraud, Adjust has led the way in taking a more proactive approach: “Instead of just telling our clients, ‘Hey, you just spent money on fraud,’ we actively intervened and rejected attribution to a fraudulent source.”
In Müller’s view, Unbotify fits in with the company’s broader philosophy because the Israeli startup isn’t just trying to detect bots — it also “produces explainable results,” providing a clear explanation of why an impression couldn’t have come from a real human being.
“We strongly believe fraud isn’t a problem that can be solved with a magical black box or eight ball,” he said. “Fraud should not be an opinion. We believe in clear, transparent measurement of why something is fraud.”