To provide a seamless and scalable solution to publishers and buyers alike, MoPub has integrated the Integral Ad Science (IAS) software development kit (SDK) for viewability measurement into their latest update. IAS viewability measurement is enabled by default and available to any one of the over 49K apps on the MoPub platform once publishers integrate MoPub’s latest SDK.
In our recent webinar, “Make it count: practical tips to improve your viewability” we received a lot of great questions about the different aspects of media quality. In this blog post, we’re answering your questions.
Viewability is the ability for a digital ad to be seen by an actual consumer. To be considered viewable, an ad must meet the minimum guidelines set by the industry, and illegal bot traffic and other forms of ad fraud should never be included in the number of viewable impressions. Viewability does not describe how effective an ad was, whether it was seen by target audiences, or even if it was seen at all.
Thalamus interviewed Nick Morley, our Managing Director, EMEA for a Q&A on trust, transparency, and the battleground for ad quality & verification.
While the current industry viewability guidelines for mobile are similar to those of display, many people find this to be inconsistent with the very different nature of mobile advertising technology, especially in-app.
Today we find ourselves in a market centered around the seller, rather than the buyer. Innovation is mainly being led from the sell side, be that from the walled gardens, the mobile SSPs or the DSPs.
As mobile continues to grow in consumer usage - and as advertising follows - fraud techniques will become more tailored and pervasive. Learn about the types of mobile fraud and what makes it particularly challenging in this guide.