InMobi, an independent mobile in-app advertising platform, has announced an expanded integration of Integral Ad Science (IAS) verification solution to include IAS Firewall tags that now provides advertisers with enhanced viewability reporting for their mobile in-app VAST (Video Ad Serving Template) video campaigns. Recently, InMobi announced that it has acquired AerServ for $90 million. In […]
Smaato, a global real-time advertising platform for mobile publishers and app developers, announced two initiatives for enhanced in-app viewability measurement. By integrating Oracle’s Moat into its iOS and Android SDKs, Smaato now offers advertisers a proven way to transact on viewable, in-app impressions across mobile video, interstitial and banner ad formats. Furthermore, through the IAB Tech Lab’s […]
Less than a quarter (24%) of mobile media planners use third parties to measure and validate their data, according to new research, despite ongoing calls from marketers for digital giants to increase their third party measurement partners. GroundTruth (formerly xAd), conducted the study in conjunction with ExchangeWire, which saw it survey over 150 mobile ad […]
Twitter’s MoPub mobile ad exchange incorporated viewability measurement support from independent measurement providers Integral Ad Science (IAS) and Moat into its updated software-development kit. Application publishers on the MoPub exchange will now be able to offer in-app inventory that is measurable for viewability. MoPub head of commercial partnerships Meridith Miller said in a blog post that the measurement SDKs of IAS and Moat were […]
GroupM, the media investment management group of WPP, has announced the global rollout of viewability standards to support continued investment in digital media. Viewability is a measure of a digital ad’s opportunity to be seen, and since 2014 which GroupM claims to have championed. Key clients are supporting the demand for enhanced viewability and measurement in digital advertising, including Unilever, Campbell […]
The increase in mobile advertising spend is contributing to a decline in ad viewability levels, according to the latest quarterly benchmark report from ad verification company Meetrics. While mobile advertising has recently helped the UK’s digital ad spend surpass the £10bn mark for the first time, other forms of digital advertising are now showing signs […]
Fake ad traffic generated by bots is burning through advertisers’ budgets and eroding trust in digital advertising. Initially simple scripts that click on display ads from server farms and compromised PCs, bots have evolved to become sophisticated viruses that are infecting mobile devices and are working their way into mobile apps. Working silently in the […]
InMobi, the world’s largest independent mobile advertising and discovery platform, today announced a partnership with Moat to offer brand advertisers mobile video measurement and currency through both InMobi Exchange and the InMobi network. The partnership will enable advertisers to measure, among other metrics, “human and viewable” and “human, viewable, and audible” (sound, sight and motion) […]