InMobi partners with DoubleVerify to address in-app ad fraud

Anne Freier

In Mobile Advertising. December 14, 2018

Fraud is still a major issue for many mobile advertisers, particularly those utilising in-app inventory. According to some estimates, advertisers could lose up to 80% of their mobile ad budgets to SDK spoofing, click injection, fake installs and click spam ad fraud.

Now, InMobi, the mobile ad platform, has taken steps to certify ads as fraud-free in partnership with DoubleVerify.

According to a statement by InMobi, the integration spans pre-bid targeting for all impressions on its platform and monitoring of post-bid fraud activities.

DoubleVerify will identify and screen for ad fraud relating to in-app ad types, background ad activity, hidden ads, app misrepresentation and measurement manipulation.

“DV’s partnership with InMobi demonstrates our commitment to provide consistent, comprehensive quality coverage for global brand advertisers,” explained DoubleVerify COO Matt McLaughlin. “With ad spend increasingly concentrated in mobile, it’s imperative that brands have transparency into the quality of mobile app inventory. We are proud of our partnership with InMobi, which expands the footprint of our fraud prevention capabilities and further distinguishes DV as the leader for mobile app verification.”

Meanwhile, InMobi has taken additional steps to fight ad fraud including certification through the Trustworthy Accountability Group’s (TAG) Anti-Fraud Program, which ensures channels have 83% less fraud than non-certified ones.