Trafficguard Bolsters Fight Against Billion-dollar Ad Fraud with Media Visionary Joshua Lowcock as Non-Executive Chairman

July 17, 2023
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TrafficGuard

Perth-based leading adtech company Trafficguard, today announced the appointment of Mr Joshua Lowcock as its new Non-Executive Chairman. He currently serves as the Global Chief Media Officer of UM, part of Interpublic Group (NYSE:IPG) - one of the largest media agencies in the world which trades with a market capitalisation of USD$15b. In that role, Mr Lowcock oversees all omnichannel media and marketing spend for a variety of Fortune 500 clients, as well as partner ad product, advertising technology, and marketing technology innovation. Mr Lowcock has held similar marketing, media, and technology roles in Australia and China. Mr Lowcock currently serves as a non-executive director of Accent Group Limited and as non executive director of Cashrewards Limited. He previously served as a non-executive director of Prime Media Group Limited.


This move comes after the retirement announcement of Mr. Stephen Belben, the current chairman, who has decided to retire with effect from 14 July 2023. During his 8 years on the board of the company, Mr Belben oversaw the Company’s significant pivot from performance marketing to ad fraud detection and prevention and assisted in steering the board during the foundational success and commercialisation of the TrafficGuard technology, which is currently being utilised by major fortune 500 companies.

Commenting on the appointment, Mathew Ratty, CEO, TrafficGuard said, “I would like to thank Steve for his governance and guidance during his tenure and wish him well in his retirement. I am excited to welcome Joshua into the Chairman role at Adveritas. His appointment complements one of the key focuses for Adveritas, being the scaling of our TrafficGuard technology around the world. The knowledge and expertise that Joshua has in working with verification partners that have partnerships with the world’s biggest advertisers, combined with the understanding of the digital ad tech industry is critical at this stage of our journey. I look forward to working together and forming a heavy-hitting team during the most critical stage of our growth journey.”

Incoming Non-Executive Chairman Joshua Lowcock also added, “In my meetings with Mathew Ratty and the Adveritas leadership team, I have been impressed by Adveritas’s main product TrafficGuard and the potential for the offering to scale internationally. I look forward to providing strong guidance to management on how to ensure TrafficGuard can build on its momentum with advertisers increasingly demanding accountability from performance media.”

Fresh from its $6.5 million raise in February, TrafficGuard is quickly gaining recognition as a world leader in software solutions to help organisations better measure, verify and protect where their ad dollars are going, as fraud stings increase in both number and sophistication. TrafficGuard is using the capital to fund new product development, which it expects will help consolidate its leading position in the Australian and APAC markets while supporting its push into the US and Europe, where ad fraud is arguably most prolific.

With a strong and growing revenue growth of 173% to $3.9 million since 2021, TrafficGuard has emerged as a rising player in the industry. The growth has been fueled by an array of new customer contracts spanning across their cutting-edge mobile, affiliate, and pay-per-click (PPC) products. Renowned brands such as Disney Streaming Services, the leading online travel giant Lux Escapes, mega-retailer MyDeal, as well as esteemed online betting powerhouses William Hill, Tab Corp, and Better Collective have all chosen Trafficguard as their trusted partner.

TrafficGuard is poised to unleash its game-changing "Performance Max" solution in the upcoming Q3. This comprehensive offering is meticulously crafted to safeguard every facet of the marketing funnel, ensuring unparalleled protection for businesses in an ever-evolving landscape.

Reflecting on the momentous progress achieved in the past year, Mat Ratty, CEO, expressed his conviction in the company's trajectory: "We have achieved an array of milestones, including solid growth in annual recurring revenue, securing major new clients, expanding our go-to-market channels, and enhancing services for existing clients. Now, with the successful completion of our recent capital raise, the time is ripe for the business to embark on its next momentous chapter. We are thrilled to welcome Joshua Lowcock as our new non-executive chair, propelling us to new heights."

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