Pixalate sat down with Brian Bravo, Senior Strategic Partner Development Manager at MoPub — Twitter's mobile in-app ad exchange — to discuss mobile in-app ad quality and tips for maintaining a clean supply chain.
Summary: MoPub's approach to mobile in-app supply quality
MoPub takes a four-pronged, end-to-end approach to supply quality:
Publisher vetting. MoPub thoroughly vets the mobile apps that it works with before bringing them on to the MoPub platform.
Pre-bid filtration. MoPub uses Pixalate at the pre-bid stage to filter invalid traffic (IVT) from the MoPub Marketplace. Read more about Pixalate's and MoPub's pre-bid filtering partnership.
Post-bid analytics. By working with two MRC-accredited ad fraud detection companies (including Pixalate), MoPub accurately monitors post-bid activity.
Ongoing investigation and policy enforcement. MoPub has an "investigations and policy enforcement team through Twitter to help in any reactive ways that are needed," Bravo said.
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Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”