Pixalate hosted a panel at DMEXCO 2019 titled: "Shining a Light on the Mobile Programmatic Supply Chain: The Trust Deficit in Mobile Programmatic."
This panel examined the state of the mobile programmatic supply chain, and our experts shared tips on vetting supply partners, improving transparency, rooting out ad fraud, and elevating trust across the mobile ecosystem. Our panelists included:
Camille Blaizot, Business Partnerships Director, EMEA & APAC, Criteo
Brian Bravo, Sr. Partnerships Manager, MoPub
Greg MacDonald, VP, Ad Marketplace Partnerships, Verizon Media
You can watch the full panel recording here. Below are the key takeaways from our panelists:
What does quality mean for mobile in-app advertisers?
The definition can differ based on who you are talking to (e.g. brand vs. performance)
It can also differ based on environment (e.g. Android vs. iOS)
This can be answered with a simple question: "Are the advertisers happy?"
What are some concerns advertisers have for mobile in-app, and how are they addressed?
Brand safety: Where are the ads running, and how do advertisers gain control?
How to solve for this: Be more transparent
Invalid traffic (IVT) is also a major concern
Granular data is needed to track trends
How are you approaching app-ads.txt?
Suppliers have built the framework needed for app publishers to pass back app-ads.txt signals
Publishers are taking it more seriously
Some larger omni-channel DSPs are already starting to prefer/demand app-ads.txt inventory
The panelists call app-ads.txt "a key initiative to keep the space well-lit"
How do you continuously monitor in-app activity, and how do you handle apps that have red flags?
Have app quality policies in place and stick with them for all apps
Human review of apps: Review app store reviews, comments, test the app yourself
If it's an international app you haven't heard of, get in touch with your local team to ask them about the app
If you don't have a local team, ask your supply partner and leverage their reach
This is one example of why close relationships with supply partners are important
If a red flag comes up, you can pause activity on the app to give yourself time to investigate
Reach out to the publisher when possible
What signals are you looking for to note that an app is quality?
The ability to establish a relationship with publisher directly
Manual review. What is the ad experience like? What is the user experience like? What are the app store comments and ratings?
Test on both Android and iOS (and other appropriate environments)
What do MRC-accredited invalid traffic (IVT) detection and filtration company say about the app?
Does the app meet your requirements for brand safety, IVT, and performance?
What are best practices to maintain quality supply for mobile in-app?
There isn't a one-size fits all approach. For example, blocklists and whitelists can both be good, but maybe not in all instances for all companies. Think about what make sense for your needs
Be as pre-emptive as possible; vet apps through internal processes
Open up the conversation and be transparent. Eliminating fraud — not just moving it to another corner of the room — requires open conversation
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”