Integral Ad Science mobile GM Jason Cooper on ad fraud and brand safety in mobile advertising
Mobile apps have fundamental mechanical challenges in creating brand safe environments, according to Jason Cooper, general manager mobile, Integral Ad Science.
The Drum caught up with Cooper at Mobile World Congress to discuss the issue and the impact of mobile on the problems of fraud, ad safety and viewability.
Integral Ad Science is one of the leading companies in addressing these challenges online, helping bring transparency and reassurance to brands and agencies.
It is now working to bring “mobile up to parity with our desktop products”, said Cooper.
In the interview he discusses some potential solutions for the ad blocking problem, calling for publishers to work closer with agencies and technology companies to develop new ad formats native to their content but with trackable capabilities.
Mobile apps, he says, pose “fundamental mechanical challenges” to providing brand-safe advertising environments and describes in detail how the actual problems occur.
The interview in total provides a detailed explanation of some of the biggest problems facing advertisers and agencies in digital advertising today, with a number of suggested solutions.