As the mobile ad market continues to grow, advertisers should look to leverage in-app private marketplaces and video advertising, according to a report on mobile advertising trends by publisher-focused sell-side platform PubMatic.
According to new research from Pixalate, a cross-channel fraud intelligence company that works with brands and platforms to prevent ad fraud and improve ad inventory quality, about a quarter of all smartphone app video and smartphone app display activity is “invalid traffic” (the technical term for what is largely fraud).
Ever since a 2014 Google study documented that 52 percent of ad impressions actually were not seen by users, viewability has been a front-burner issue for marketers and publishers alike. The digital platforms of local newspapers serve up billions of ad impressions monthly, putting these publishers right in the middle of the issue. To find out how they’re responding, Street Fight spoke with Tobias Bennett, the Local Media Consortium’s advertising expert.