VeraViews, an adtech firm based in the United Arab Emirates, has unveiled the country’s first home-grown Ad Exchange and Supply-Side Platform (SSP) aimed at tackling ad fraud. This initiative is part of the UAE’s innovative NextGenFDI program, which connects local businesses with verified advertisers and publishers. The announcement also highlights Khaleej Times as the first official verified publisher on this new platform.

The introduction of this platform is designed to ensure that the advertising landscape remains secure from malicious activities, while also aligning with the Emirati government’s stringent Anti-Money Laundering (AML) and digital crime prevention measures. Global ad fraud is projected to reach a staggering $172 billion, according to Forbes, and VeraViews intends to eliminate intermediaries and reduce invalid traffic (IVT) to enhance the UAE’s reputation as a premier advertising destination.

Employing blockchain technology reflects a natural application of distributed ledger systems to combat fraud. After establishing a foothold in the UAE market, VeraViews plans to target the global advertising sector next. This launch is part of the UAE’s ambitious Digital Economy Strategy 31, which seeks to expand the digital economy through investments in blockchain, artificial intelligence, and Internet of Things (IoT) infrastructure.

Khaleej Times has become the inaugural verified publishing partner, offering certified fraud-free ad placements across its platforms. The media outlet is committed to providing a transparent programmatic ad inventory and sees its partnership with VeraViews as a significant step in the anti-fraud initiative.

Dr. Thani Al Zeyoudi, the UAE’s Minister of State for Foreign Trade, stated that the launch of the first home-grown, fraud-proof Ad Exchange underscores the commitment to trust, transparency, and advanced data governance in the UAE.

Charles Yardley, CEO of Khaleej Times, expressed pride in the enhanced advertising experience and noted that joining the VeraViews Ad Exchange ensures their inventory is not only premium but also completely certified and fraud-free, leading to increased demand from advertisers.

Olena Buyan, Chief Product Officer at VeraViews, emphasized that onboarding Khaleej Times as the first premium publisher sends a strong message that the UAE aims to lead in creating a trustworthy advertising ecosystem.

VeraViews’ SSP operates as a digital marketplace for advertisements, connecting advertisers with available ad space across various websites and mobile applications. This automated system streamlines the publishing experience, giving businesses control over their monetization while maintaining brand integrity.

To combat fraud, the ad platform utilizes technologies like AdTrace and Proof of Traffic (PoT) while implementing strict Know Your Business (KYB) protocols. This ensures that every ad impression is legitimate and that transactions can be traced back to verified sources.

Jean Laurent Vion, Managing Director of Global Media outlet Mazarine, remarked on the significance of the VeraViews Ad Exchange and SSP launch, calling it a pivotal moment for the region’s digital advertising ecosystem and aligning with their commitment to innovation and integrity in brand storytelling.

The launch of this platform is seen as a transformative event for the UAE’s advertising sector, which is projected to be valued at $1.7 billion by 2025. While this represents a small portion of the global advertising market, which exceeds $1 trillion, the UAE is recognized as a trendsetter and is fostering a growing blockchain economy. Success for VeraViews may set a benchmark for other nations, giving it a first-mover advantage in this emerging market.