Traffic quality is a top priority for MoPub and our clients, and invalid traffic (IVT) is an industry-wide concern. Today marks the evolution of our comprehensive, multi-step approach to ensuring traffic quality through direct integrations with best-in-class IVT-management vendors while leveraging Twitter’s global policy operations resources to enforce stringent policies for controlling invalid traffic across our exchange.
"Partnerships are crucial to the effort. We believe that MRC-accredited vendors like Pixalate and DoubleVerify offer the expertise, technology, data integrity and service needed to help us keep a clean exchange for the trillions of ad requests that we facilitate," said Boris Logvinskiy, MoPub’s Head of Product.
It is important to realize that the quality of traffic that flows through our exchange is most accurately determined via a direct integration with an IVT-management vendor. MoPub's engineering and business development teams have worked closely with our counterparts at Pixalate and DoubleVerify to ensure that our exchange is vetted and monitored to uphold our stringent, high standards of traffic quality.
IVT can take the form of technical issues that prevent successful ad impressions, and also fraudulent impressions, clicks or conversions. Combatting invalid traffic, including ad fraud, consumes valuable time and resources. It also hurts campaign performance, hinders learnings and reduces ROI, and every dollar spent on an invalid impression is waste. Furthermore, performance signals from invalid traffic are misleading and taint learnings. A common tactic is to filter inventory with whitelists or blacklists, but this can massively limit scale and cause campaigns to fail. Ultimately, trustworthy publishers lose revenue as a result of IVT.
We believe the solution to ensuring high-quality traffic is to take steps to prevent IVT in the first place by strictly vetting publishers, monitoring traffic pre- and post-bid, and enforcing stringent policies across the MoPub platform.
"Mobile in-app is the number one channel for digital ad spend and is a top area of investment for Pixalate’s fraud prevention and app discovery platform. We are excited to partner with MoPub to ensure they run the highest quality mobile ad exchange. Our MRC-certified in-app fraud solutions give MoPub buyers and sellers valuable assurance," said Jalal Nasir, CEO of Pixalate.
MoPub's data-driven approach will look at traffic signals such as:
Viewability rates and ad implementation
App store rankings, user downloads, descriptions and market reach
App content, user experience and ad capabilities
GIVT & SIVT fraud signals, including but not limited to:
Clicks and Impressions generated by: crawlers, scripts, agents
Illegitimate traffic based on device and ad tag hijacking
Spoofed source info by Device ID and Bundle ID
Finally, a significant policy enforcement process, and the resources to investigate and take action, are absolutely essential to keep bad actors at bay. With the support of a global policy operations team, like that of Twitter’s, we can fully vet publishers before they are on-boarded into our exchange, and can swiftly penalize those who are non-compliant.
Ultimately, traffic quality management is an intensely resource-driven endeavor, requiring seamless integrations with best-in-class vendors and significant investment to enforce and operate stringent traffic quality policies on a global scale.
At MoPub, we are taking a multi-step approach to ensure traffic quality, which includes:
Publisher vetting: Leveraging directly-integrated data from Pixalate to analyze, evaluate and vet mobile app publishers before permitting them to participate in our RTB exchange.
Threat prevention: An automated, real-time, pre-bid solution for identifying and blocking invalid bid requests on our exchange.
Impression monitoring: Proactively monitoring post-bid activity on our exchange for suspicious indicators and helping our publishers improve the quality of their traffic through our direct SDK integrations.
Policy enforcement: Leveraging Twitter’s global cross-functional Policy Operations organization to investigate sources of invalid traffic and enforce stringent policies aimed at maintaining trust and safety on our exchange.
"DoubleVerify's MRC-accredited in-app fraud solution is purpose-built to detect IVT at massive scale," said Matt McLaughlin, COO of DoubleVerify. "We are thrilled to partner with MoPub to provide independent verification across their in-app ad exchange - promoting transparency and inspiring confidence throughout the supply chain."
MoPub runs over 1.5 trillion live auctions per month, filling ad inventory on over 50,000 mobile apps. Our enormous scale is one of our main benefits to the 180+ DSP partners that bid on our exchange, but it is also a tremendous responsibility. With our goal to eliminate IVT on our exchange, we aim to reduce the time, effort and cost that our DSP partners often face in managing threats from their end. We also believe that our efforts will resonate with our publisher partners, who strive to provide valuable, high-quality inventory to meet their buyers’ needs.
Invalid traffic is an industry-wide issue that continues to find new and increasingly malicious ways to infiltrate our market. We must proactively strive to collaborate and innovate as an industry through valuable partnerships and create transparency to build trust. Through our partnerships with Pixalate and DoubleVerify, as well as with the support of Twitter’s global Policy Operations team, MoPub is taking a proactive role in prioritizing traffic quality in mobile in-app advertising.