One of the big stories in the digital advertising industry right now is a recent report from Buzzfeed about a mobile ad fraud scheme involving more than 100 apps. At Smaato, we take ad fraud on any scale very seriously and work proactively to create a clean, protected mobile advertising marketplace. With that in mind, we wanted to share in detail how we handled this particular instance of fraud.
Today, we'd like to highlight an important but often unseen hero of Smaato's mobile advertising marketplace—our Market Quality initiative. It ensures that Smaato's global community of app developers, publishers and mobile advertisers can access a clean, protected mobile advertising marketplace—safeguarded from malware, click fraud, bots and more.
Fraud is an uncomfortable topic for most of us in the mobile advertising industry. No one wants to admit the possibility of their business being undermined by fraudulent traffic, bots and inappropriate ads. Meanwhile, fraud persists, with the IAB estimating that mobile ad fraud alone is costing advertisers around $1.3 billion per year. Thankfully, there has been a concerted effort in recent years to discuss what we as an industry must do to confront it.
As many of our publisher partners may have observed, increased Q4 demand can have a propensity to highlight Ad Quality as a general industry issue. On this topic, here are some of the key items to keep in mind:
Postitial® is a revolutionary new placement enabling Android developers to display high-impact, full screen ads at the end of a user’s app session. Publishers who have integrated the Postitial-powered Smaato SDK are reporting remarkable user engagement metrics, leading to substantial increases in monthly revenue.