Twitter’s MoPub the mobile app monetisation platform, just announced that it has partnered with Pixalate and DoubleVerify in an effort to lower invalid traffic and in-app fraud across its mobile ad exchange.
As in-app ad fraud continues to increase at an estimated cost of $4.9 billion to marketers in 2018, MoPub hopes to bolster its traffic equality by partnering with Pixalate and DoubleVerify – both of which are Media Rating Council accredited.
They are looking to leverage data to analyse, assess mobile app publishers and develop real-time, pre-bid protocols to block invalid bid requests as well as monitor any fraudulent or suspicious activities.
“Partnerships are crucial to the effort. We believe that accredited vendors like Pixalate and DoubleVerify offer the expertise, technology, data integrity and service needed to help us keep a clean exchange for the trillions of ad requests that we facilitate,” explained Boris Logvinskiy, head of product at MoPub.
In addition, the companies are taking steps to analyse traffic signals and viewability rates, ad implementation, app store rankings, downloads and any markers of fraud such as background ad activities and spoofing.
“DoubleVerify’s partnership with MoPub reflects our commitment to provide consistent, comprehensive quality coverage for global brand advertisers,” said Matt McLaughlin, COO at DoubleVerify. “With ad spend increasingly concentrated in mobile, it’s imperative that brands have clarity into the quality of mobile app inventory. We are proud of our partnership with MoPub, which expands the footprint of our fraud prevention capabilities and further distinguishes DV as the leader for mobile app verification.”
MoPub now oversees 1.5 trillion live auctions per month and manages inventory across 50,000 mobile apps.