B2B SaaS company, Adjust, has appointed Ville Mikkola new senior hire to lead its Coalition Against Ad Fraud (CAAF), the industry-wide alliance founded by Adjust to tackle ad fraud.
Founded by Adjust in 2017, CAAF is a coalition of industry partners that actively fight an estimated $42 billion in annual ad fraud, by driving education within the sector. Moving away from opinions to facts, members agree on shared definitions and guidelines that include: establishing what constitutes technical performance fraud in alignment with IAB measurement guidelines, committing to latency guidelines, and agreeing on responsibilities on dealing with the issue.
CAAF now counts 30 members, including leading advertising networks such as ironSource, Liftoff, TapJoy, CrossInstall, Vungle, Moloco, Jampp, AdColony and Fyber.
Based out of Adjust’s Berlin HQ, Mikkola will be responsible for the strategy and global development of CAAF.
Prior to Adjust, Mikkola served as Director of Network Operations at adtech firm Glispa, and as Managing Director for Europe at mobile advertising network YeahMobi. Most recently, Mikkola co-founded a casual gaming company, TreasureHunt, which worked with NBCUniversal and was recently acquired by Huuuge Games.
With mobile ad spend continuing to break records, performance ad fraud is a problem that advertisers and networks can no longer afford to ignore. Our network of trusted partners plays an integral role in providing accurate, actionable and fraud-free data for our clients. We’re thrilled to welcome Ville to the team, and look forward to working with him to move our CAAF mission forward.
Paul H. Müller, co-founder and CTO, Adjust