Pixalate sat down with Emma Newman, Chief Revenue Officer, EMEA, at PubMatic, a digital advertising technology platform for app developers and premium publishers, to discuss how advertisers can find quality mobile in-app inventory.
PubMatic on the rise of private marketplaces and the importance of app-ads.txt
The rise of private marketplaces. Newman says brands have found that buying mobile in-app via private marketplaces (PMPs) helps reduce risk and improve quality, resulting in a sharp rise in the number of advertisers buying in-app via PMPs
App-ads.txt will improve trust in mobile in-app. The IAB Tech Lab's app-ads.txt initiative will strengthen trust in the mobile in-app ecosystem, says Newman, and help combat some of the perceived risks of the industry. She says PubMatic has been proactive in working with publishers to ensure they are prepared for app-ads.txt (and other initiatives) to help with smooth transitions
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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.”