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Panel Recap: Shining a Light on the Mobile Programmatic Supply Chain

Pixalate hosted a panel at DMEXCO 2019 titled: "Shining a Light on the Mobile Programmatic Supply Chain: The Trust Deficit in Mobile Programmatic."

This panel examined the state of the mobile programmatic supply chain, and our experts shared tips on vetting supply partners, improving transparency, rooting out ad fraud, and elevating trust across the mobile ecosystem. Our panelists included:

  • Camille Blaizot, Business Partnerships Director, EMEA & APAC, Criteo
  • Brian Bravo, Sr. Partnerships Manager, MoPub
  • Greg MacDonald, VP, Ad Marketplace Partnerships, Verizon Media

You can watch the full panel recording here. Below are the key takeaways from our panelists:

What does quality mean for mobile in-app advertisers?

  • The definition can differ based on who you are talking to (e.g. brand vs. performance)
  • It can also differ based on environment (e.g. Android vs. iOS)
  • This can be answered with a simple question: "Are the advertisers happy?"

What are some concerns advertisers have for mobile in-app, and how are they addressed?

  • Brand safety: Where are the ads running, and how do advertisers gain control?
    • How to solve for this: Be more transparent
  • Invalid traffic (IVT) is also a major concern
    • Granular data is needed to track trends

How are you approaching app-ads.txt?

  • Suppliers have built the framework needed for app publishers to pass back app-ads.txt signals
  • Publishers are taking it more seriously
  • Some larger omni-channel DSPs are already starting to prefer/demand app-ads.txt inventory
  • The panelists call app-ads.txt "a key initiative to keep the space well-lit"

How do you continuously monitor in-app activity, and how do you handle apps that have red flags?

  • Have app quality policies in place and stick with them for all apps
  • Human review of apps: Review app store reviews, comments, test the app yourself
  • If it's an international app you haven't heard of, get in touch with your local team to ask them about the app
    • If you don't have a local team, ask your supply partner and leverage their reach
      • This is one example of why close relationships with supply partners are important
  • If a red flag comes up, you can pause activity on the app to give yourself time to investigate
    • Reach out to the publisher when possible

What signals are you looking for to note that an app is quality?

  • The ability to establish a relationship with publisher directly
  • Manual review. What is the ad experience like? What is the user experience like? What are the app store comments and ratings?
    • Test on both Android and iOS (and other appropriate environments)
  • What do MRC-accredited invalid traffic (IVT) detection and filtration company say about the app?
  • Does the app meet your requirements for brand safety, IVT, and performance?

What are best practices to maintain quality supply for mobile in-app?

  • There isn't a one-size fits all approach. For example, blocklists and whitelists can both be good, but maybe not in all instances for all companies. Think about what make sense for your needs
  • Be as pre-emptive as possible; vet apps through internal processes
  • Open up the conversation and be transparent. Eliminating fraud — not just moving it to another corner of the room — requires open conversation

Watch the full panel for more insights

You can find the full panel recording here.

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