View, engage, close, repeat: The importance of a consistent ad experience

March 30, 2020

Tags: 2020, Industry Perspectives, DSPs

Shahista Jiwani
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Have you ever accidentally clicked on an ad when trying to close it, triggering an unintended action? It’s something frustrating that’s happened to many of us, leaving a yearning for a consistent user experience. MoPub helps mobile app publishers monetize their apps by connecting their ad inventory to advertisers; we know how important user experience is to our publisher partners, and building confidence and maintaining trust with the end-users is a core principle we follow. We also help advertisers drive value by engaging the right audience with their message; and that engagement must be earned in order to be effective.

MoPub strives to ensure that the engagement we deliver to our advertisers is authentic, intentional, and drives real value. We believe that users must have a clear, seamless, and consistent way to close ads. By implementing a consistent close button experience on rich media ads from MoPub Marketplace, MoPub can drive better outcomes for both the people using apps and the advertisers who are looking to reach those people. Starting July 1, 2020, we will be retiring support for MRAID’s useCustomClose functionality that enables rich media ads to control their own close button.

Today, we already control the close experience for almost all ads from MoPub Marketplace. By implementing a consistent close experience on rich media ads, MoPub can make this experience ubiquitous and drive better outcomes for both the people using apps and the advertisers who are looking to reach those people.

We want users to view the ad, engage with it, and then be able to seamlessly close out of it to continue their app experience. This means it is important for MoPub to control the ad close experience. This change aligns with the guidance of the IAB’s MRAID 3.0 spec, which deprecates support for this method in order to preserve a consistent ad experience. 

Advertisers should be able to look at measurement metrics, such as clickthrough rate (CTR), with a high sense of certainty around the user’s intent and interest. DSPs’ bidder algorithms evaluate these metrics as a way to signal value, eventually determining how and where they invest and allocate resources.

Trust and confidence carries over to the end-user as well. A misplaced closed button might seem trivial, but it can negatively affect a user’s overall perception of the experience the app has provided, as well as the advertiser who purchased that ad space. MoPub is taking a stance to help eliminate such instances and make the ad experience transparent and consistent for our end users.


About the author: Shahista Jiwani, Technical Solutions Consultant

Shahista is a Technical Solutions Consultant at MoPub, helping demand partners integrate seamlessly and scale efficiently. Her prior experience in ad tech includes consulting for data management products as well as web solution tools. Shahista is based in San Francisco and enjoys exploring the city, one dumpling joint and wine bar at a time.

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