ADVERTISER CAMPAIGN MANAGEMENT

DoubleVerify & MoPub Announces Expanded Partnership, Bringing DV’s Fraud Protection Capabilities to MoPub Marketplace

DoubleVerify, MoPub | August 20, 2021

DoubleVerify, a leading software platform for digital media measurement, data and analytics, today announced an expanded partnership with MoPub, a Twitter company, which provides monetisation solutions for leading mobile app publishers around the globe and enables advertisers, agencies, and demand-side platforms to programmatically reach their target audiences in-mobile apps. With the partnership, DV will provide full fraud protection, detection, and reporting for mobile app campaigns across MoPub’s programmatic exchange, MoPub Marketplace. MoPub Marketplace currently connects advertisers with more than 2 trillion ad requests from over 1.5 billion addressable users around the world.

“For advertising to perform, it must be seen by real people,” said Matt McLaughlin, COO of DoubleVerify. “Unfortunately, fraud follows the money- and as ad investments have shifted to mobile, bad actors are working hard to take advantage. For that reason, it’s imperative that brands have clarity into the quality of in-app inventory they buy. We’re excited to expand our partnership with MoPub to promote transparency, support mobile ad quality and performance, and empower marketers to reach their consumers wherever they are”.

DV and MoPub initially launched a partnership in 2019 where DV was the sole provider of fraud and IVT post-bid measurement for the MoPub Marketplace. This expanded partnership, which includes DV’s pre-bid avoidance segments, post-bid monitoring, and blocking, further extends quality coverage for global advertisers and publishers across one of the world’s premiere mobile app programmatic exchanges. With DV’s technology, MoPub can continuously refine the quality of mobile inventory available through MoPub Marketplace.

“Ad fraud is an industry-wide challenge, impacting publishers, advertisers, and SSPs. To ensure our inventory is top quality, MoPub continuously invests in keeping our Marketplace fraud-free, and having the right partnership in place is paramount for this effort,” said Michal Jacobsberg-Reiss, head of ecosystem partnerships of MoPub. “DV has been a strong partner for combatting new and emerging types of ad fraud. This expanded partnership supports our comprehensive, multi-step approach to ensure MoPub Marketplace is thoroughly vetted and monitored to uphold our already stringent, high standards of traffic quality”.

As part of its industry-leading mobile in-app fraud solution, DV identifies and screens the most significant types of in-app fraud, including background ad activity, hidden ads, app misrepresentation (spoofing), and measurement manipulation. Since March 2017, DV has been granted continued accreditation by the independent Media Rating Council (MRC), with the MRC certifying DV’s technology to detect and block sophisticated invalid traffic (SIVT) for mobile in-app display and video advertising.

Spotlight

If you are here, I know your goal is to become one of the highest-paid companies in your business and accelerate your sales using the vital keys to success in sales.Your attitude towards projecting the advertising shows the perception of success (or failure) and has a big impact on the viability of your ads.


Other News
ADVERTISER PLATFORMS

MetaGod Announces the Launch of Its Gamefi and Metaverse Platform

MetaGod | February 10, 2022

MetaGod, the London-based start-up, has announced the launch of its Gamefi and metaverse platform whereby it develops a complete ecosystem with a digitally rendered 3D virtual reality-based metaverse. It offers users the sole authority to create, build, and control their own metaverse focused on gamification, social interaction, entertainment, and play-to-earn. Since the last few years, the world has been witnessing an internet evolution greater than the innovations from the DotCom era or Social Media era, or perhaps even more significant than the internet itself. The internet is evolving to a stage that is more immersive, intuitive, and one-step closer to completely immersive virtual reality experiences. Online video games, console games, and mobile games have billions of downloads and continue to emerge as one of the most prevalent media forms in our society. This is leading towards a dedicated economy for play-to-earn blockchain games, which is growing at an exponential rate. In this new world of professional gaming and Esports, play-to-earn NFT games have been leading the charge in the fast-rising industry and new investments. MetaGod is poised to tap on this opportunity by creating a complete ecosystem around Metaverse and Gamefi. Deployed on Binance Smart Chain Network, this ecosystem will have a metaverse, with its first game based on the card game Monopoly that promises unlimited hours of gameplay fun while subsequently allowing players to earn in many ways. Emma Quinn, the CEO of MetaGod says, "MetaGod offers a metaverse and blockchain-based ecosystem, not just a single product or a game offering. The ecosystem consists of NFT based God Avatar Characters, Gamefi based play to earn offerings, a metaverse whereby users can play and immerse themselves like real world, game development and publication modules, Socializing Platform, Voting protocol for democratized governance and a dedicated marketplace for trading of NFT assets." METAGOD Gameplay As mentioned earlier, the MetaGod metaverse features a complete ecosystem, not just a game. In this regard, the ecosystem will feature an SDK whereby publishers can deploy all sorts of games whereby a player can participate, play and create lucrative income while enjoying the fun play.

Read More

AD NETWORKS

Comcast Advertising Rolls Out Nationwide, Multi-Screen Media Solution for Premium TV Advertising with the Relaunch of its AudienceXpress Brand

Comcast Advertising, AudienceXpress | March 15, 2022

Today, Comcast Advertising announced that its market-leading media solutions allowing U.S. advertisers to buy premium TV advertising on an audience basis nationwide across all screens, including broadcast, cable, digital and connected TV (CTV), will be relaunched under the AudienceXpress brand. FreeWheel Media, the media solutions team within FreeWheel, will now be in market under the AudienceXpress brand. AudienceXpress automates the way advertisers reach audiences across screens and offers several differentiating features, including: The ability to measure and report on campaigns in near real-time Integration with major MVPDs, providing advertisers with superior forecasting visibility and direct coverage of over 300M consumers across all 210 DMAs Use of aggregated Comcast viewership data, as well as first- and third-party data, to reach the right audiences with linear and CTV advertising Advanced incremental reach and attribution solutions to unlock proprietary insights into campaign performance. “AudienceXpress offers advertisers scaled premium TV advertising across screens,” said Brian Wallach, Head of Revenue, AudienceXpress. “In addition, decisions are guided by high-quality data that helps us plan better, measure more accurately and most importantly, help our clients act on those results. At AudienceXpress, as the name implies, we are continuously and quickly providing updated results on audience delivery and performance, then adjusting as needed to maximize success.” “AudienceXpress offers advertisers scaled premium TV advertising across screens,” said Brian Wallach, Head of Revenue, AudienceXpress. As background, in 2015 Comcast acquired AudienceXpress, along with its parent company VisibleWorld. The tech company, whose capabilities were housed within FreeWheel, was one of the first to bring data and automation to the buying of linear television advertising. “Our advertising technology has advanced significantly over the past few years, and the AudienceXpress name perfectly reflects the fit between our solution and the growing need for advertisers to easily reach specific audiences – not just demographics – across all screens,” said Pooja Midha, Chief Growth Officer, Comcast Advertising. “That is exactly what this solution does. With AudienceXpress, advertisers can reach their audiences on premium inventory at scale with white-glove service and an industry-leading delivery rate. In a complicated and fragmented marketplace, AudienceXpress provides direct, easy and scaled access to the premium TV audiences that matter.” About Comcast Advertising Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as between publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.

Read More

AD NETWORKS

ALM's ThinkAdvisor Introduces New Reader Experience With Design And Advertising Innovations

ALM | February 23, 2021

ALM's ThinkAdvisor, the leading online media brand serving the financial advisory community, has introduced a new website design, an enhanced editorial strategy and advertising innovations that will improve reader experience and drive audience and partner engagement. ThinkAdvisor's (www.thinkadvisor.com) innovations include: • A fresh and clean design, new color palette and vibrant graphics that deliver maximum impact and viewability along with a new content framework that provides better navigation of information. • A refreshed editorial beat structure that provides analysis about the most important issues of the day, with distilled takeaways at the top of each story. • A new advertising approach in which ads are better integrated around content, improving the reader experience and allowing better viewability of partner messages. "Together, these design, editorial and advertising innovations greatly improve reader experience and provide better results for our partners," said Adam Dunn, VP Financial Markets for ALM. Dunn said that many of the editorial innovations had started to be implemented over the past quarter and have already resulted in significant growth in reader engagement and site traffic. "This is where advanced web design and advertising product development is going and we're very excited to lead the financial advisory industry with these initiatives," Dunn said. About ALM ALM, an information and intelligence company, provides customers with critical news, data, analysis, marketing solutions and events to successfully manage the business of business. ALM serves a community of more than 6 million business professionals in the legal, finance, insurance and commercial real estate industries. Please visit www.alm.com for more information. About ThinkAdvisor ThinkAdvisor (www.thinkadvisor.com), with 1.2 million average monthly pageviews and 587,000 newsletter subscribers, and Investment Advisor Magazine with 50,000 qualified subscribers, produces the premier news, analysis and resources that the community of professional financial advice-givers needs to serve clients, stay compliant and maximize growth.

Read More

AD TECH AND MARTECH

Disney and ad-tech firms agree to privacy changes for children’s apps

Disney, Viacom | April 15, 2021

In legal settlements that could reshape the children’s app market, Disney, Viacom and 10 advertising technology firms have agreed to remove certain advertising software from children’s apps to address accusations that they violated the privacy of millions of youngsters. The agreements resolve three related class-action cases involving some of the largest ad-tech companies — including Twitter’s MoPub — and some of the most popular children’s apps — including “Subway Surfers,” an animated game from Denmark that users worldwide have installed more than 1.5 billion times, according to Sensor Tower, an app research firm. The lawsuits accused the companies of placing tracking software in popular children’s gaming apps without parents’ knowledge or consent, in violation of state privacy and fair business practice laws. Such trackers can be used to profile children across apps and devices, target them with ads and push them to make in-app purchases, according to legal filings in the case. Now, under the settlements approved on Monday by a judge in the U.S. District Court for the Northern District of California, the companies have agreed to remove or disable tracking software that could be used to target children with ads. Developers will still be able to show contextual ads based on an app’s content.

Read More

Spotlight

If you are here, I know your goal is to become one of the highest-paid companies in your business and accelerate your sales using the vital keys to success in sales.Your attitude towards projecting the advertising shows the perception of success (or failure) and has a big impact on the viability of your ads.

Resources