Pixalate sat down with Greg MacDonald, VP, Ad Marketplace Partnerships at Verizon Media to discuss the state of the mobile in-app advertising ecosystem.
Verizon Media on supply path optimization and the role app stores play in mobile advertising
Policies and human review. When it comes to optimizing the mobile supply chain, MacDonald says it's important to have policies in place that make sense for your company — not just generic policies, since there is no one-size-fits-all. He also notes that advertisers should not overlook the importance of human review, even in today's automated ecosystem.
Supply path optimization. MacDonald says supply path optimization is a rising topic of importance in the app economy. More conversations around transparency and the alignment between the apps that make sense for the brand and what's available in the marketplace
App stores play a major role. MacDonald says the app stores play a major role in seeding advertising in the app economy. "It's really important that the app stores continue to be involved in different industry initiatives that help keep advertising well-lit and transparent and safe for advertisers and users," including app-ads.txt.
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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.”