InMobi, the mobile ad network, this week announced a 100% viewability guarantee for all its in-app mobile ad campaigns, including banners, interstitials, video and native formats. Viewability guarantees that mobile ads are seen. It increases accountability of the provider. InMobi says it is the most comprehensive viewability guarantee to date by any mobile ad provider.
InMobi launches Viewability Suite
Abhay Singhal, Chief Revenue Officer and Co-founder, InMobi, says:
“InMobi has always charged brand advertisers for 100% in-view (also known as rendered) impressions, not served impressions. By offering a 100% viewability guarantee, we are just taking our commitment to quality one step further, and providing independent, third-party verification. We are committed to becoming the largest in-app mobile marketplace that provides 100% viewable, brand-safe, and fraud-free impressions.”
Ad blocking, fraud and ad clutter have challenged marketers when it comes to viewability. InMobi aims to ensure viewability as part of its strategy, provides higher quality campaigns and more effective formats and measuring tools. The guarantee essentially means better ad exposure and smaller risk of investment. Advertisers using the feature pay based on viewable impressions charged per CPM.
Sanchit Sanga, Chief Digital Officer, Asia Pacific, Mindshare, says:
“At Mindshare, 100% viewability is the minimum quality standard we expect from our publishing partners, this will soon be a non-negotiable element. We use third-party verification and viewability tracking on all programmatic media and are moving the same standards into our reservation buys as well. We are working with our mobile partners like InMobi to curate more interesting formats which immerse the users without disrupting core behaviors. Why should an advertiser invest a single dollar in any channel or media if the message cannot be seen?”