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Share on XProtect your mobile strategy and optimize your impact
Consumers — and their devices — are constantly on-the-go. With users depending on mobile more than ever, daily activities are condensed into one device — from shopping and purchasing, to listening and downloading, and even for gaming and chatting. It’s estimated that the average consumer spends a third of their day on their mobile device, and 90% of that time is spent within mobile apps.
With millions of eyes locked on the screen every day, marketers have the opportunity to drive quality impressions where consumers are looking. But, with bad actors who also recognize the power and popularity of mobile, it’s crucial for marketers to ensure their ads are engaging real users and are protected from fraudsters.
So how can marketers properly protect their in-app campaigns?
Are my ads being seen?
That’s the first thing marketers should be asking. As many as a third of digital ads go unseen — and that includes mobile ads. It’s simple: If your ads aren’t seen, they can’t make an impact.
Viewability measurement is a highly effective and actionable way to understand if your mobile campaigns are being viewed by real people — and to make sure your ad spend isn’t going to waste. By monitoring the viewability of your mobile campaigns, marketers can adjust ad placements to top-performing formats and streamline their campaigns to reach their goals.
Are my ads serving in safe spaces?
Would an adult beverage brand want to advertise near in-app content that’s aimed toward kids? Probably not.
Brand safety is a crucial measurement for marketers to implement as they promote their brand via mobile campaigns. It helps verify that campaigns are showing up in environments that align with their brand’s message and values — something that can make or break consumers’ perception of a brand.
IAS’s in-app brand safety measurement evaluates mobile apps to ensure complete verification of suitability. Having complete control over your media investments protects your brand — and your budget will thank you.
Are my ads free from fraud?
Mobile advertising can amplify brand messaging and strengthen impact — but the dangers of in-app spaces still lurk. Fraudsters and bots can infiltrate mobile strategies to skew media campaigns and drain ad spend, and can even result in negative impressions of your brand.
In-app fraud can be persistent. Some of the most common patterns detected today are malicious apps, app name spoofing, location fraud, and cloud hosting fraud. Protecting your media quality can be a tricky feat, but understanding the possible dangers and how they can affect your ad spaces can equip you with the right tools to fight back.
Utilizing efficient verification tools is vital in ensuring that your ads are protected in their suitable environments. For example, IAS’s Three Pillar Approach verifies ads based on behavioral and network analysis, targeted reconnaissance and malware analysis, and overall device analysis to detect in-app fraud. While most solutions rely solely on an automated check to detect any invalid traffic, IAS’s unique in-app pre-bid segments are powered by unmatched scale and machine learning, providing the most accurate detection and prevention for complete in-app protection.
How IAS can help
Maximize your ad spend and protect media buys with the right technology — and the right partner. IAS provides unbeatable protection and growth opportunities in mobile spaces with capabilities including:
- Comprehensive coverage across programmatic buys in-app with pre- and post-bid Viewability, Brand Safety, and Invalid Traffic measurement
- A single-tag solution that supports monitoring and blocking for display and video across mobile in-app and mobile web
- MRC-accredited viewable impression metrics, sophisticated invalid traffic detection and filtration, and customizable reporting
Protect your in-app mobile ads with IAS’s industry-leading measurement and optimization solutions that drive superior results, no matter where your consumers are. Contact an IAS representative today to begin building safeguarding and scaling on mobile.
