Twitter's MoPub has agreed to a traffic quality partnership with Pixalate and DoubleVerify to fight mobile ad fraud across its exchange.
According to information from MoPub, which helps publishers sell media space, in-app fraud is estimated to have cost marketers $4.9bn in 2018.
The trio will take a four-step approach to ensure traffic quality. They will: leverage data to analyze, evaluate and vet mobile app publishers; create an automated, real-time, pre-bid protocol to block invalid bid requests; monitor suspicious post-bid activity; and leverage Twitter's global scale back enforcement.
“Partnerships are crucial to the effort. We believe that [Media Rating Council]-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,” said Boris Logvinskiy, MoPub’s head of product.
The data-driven partnership will analyze traffic signals including viewability rates, ad implementation, app store rankings, downloads and other fraud indicators like impressions generated by crawlers, background ad activity and spoofing, or ad misrepresentation.
“[DoubleVerify's] partnership with MoPub reflects our commitment to provide consistent, comprehensive quality coverage for global brand advertisers,” said Matt McLaughlin, chief operating officer at DoubleVerify. “With ad spend increasingly concentrated in mobile, it’s imperative that brands have clarity into the quality of mobile app inventory. We are proud of our partnership with MoPub, which expands the footprint of our fraud prevention capabilities and further distinguishes DV as the leader for mobile app verification.”
Jalal Nasir, chief executive at Pixalate, said mobile in-app is the company's top channel for digital ad spend and "is a top area of investment for Pixalate's fraud prevention and app discovery platform."
MoPub handles over 1.5tn live auctions a month and files ad inventory on over 50,000 mobile apps.