On Tuesday, January 8, MoPub announced that it’s partnering with Pixalate and DoubleVerify to help reduce invalid traffic (IVT) and in-app ad fraud on the Twitter-owned mobile ad exchange. Pixalate and DoubleVerify are accredited by the Media Rating Council (MRC) as mobile IVT-management vendors.
We’ve seen how investment in mobile advertisement has really taken off, but because of that, we’ve also seen opportunities for ad fraud take off as well. It’s estimated that In-app fraud has cost the industry almost $5 billion in 2018. The aim of the integrations made by MoPug, Pixelate and DoubleVerify is to vet traffic signals and blocking invalid bid requests in real-time, pre-bid and analyzing post-bid activity to help publishers improve their traffic quality.
Signals used to detect IVT will include:
- Viewability rates and ad implementation
- App store rankings, user downloads, descriptions and market reach
- App content, user experience and ad capabilities
- General invalid traffic (GIVT) and sophisticated invalid traffic (SIVT) fraud signals, including clicks and impressions generated by crawlers, scripts and agents; illegitimate traffic based on device and ad-tag hijacking; spoofed source information by Device ID and Bundle ID.
According to MoPub’s head of product, Boris Logvinskiy, bringing on Pixalate and DoubleVerify as partners was a crucial step in company’s goal to eliminate ad-fraud on its ad exchange. “MRC-accredited vendors like Pixalate and DoubleVerify offer the expertise, technology, data integrity and service needed to help us keep a clean exchange for the trillions of ad requests that we facilitate,” says Boris Logvinskiy
MoPub says, with the help of Twitter’s policy operations team, it vets publishers before they’re on-boarded and penalize any who are non-compliant.