The Media Trust, the global leader in monitoring and protecting the online and mobile advertising ecosystem, and PubMatic, the programmatic advertising platform company for leading publishers, today announced a new solution for improving brand safety across mobile inventory, focused particularly on mobile applications, one of the fastest growing areas of demand in mobile.
The solution utilizes an API to push pre-parsed mobile ad tags from PubMatic to The Media Trust for the individual creative behind a given ad placement, enabling The Media Trust to monitor ad tags across all mobile platforms and device types simultaneously. The result is a faster, more comprehensive mobile quality solution for PubMatic's premium publisher base across mobile applications, mobile web, desktop and video inventory - an important advantage for publishers with cross-screen digital assets.
"Mobile users have zero tolerance for poorly performing, non-responsive apps and websites, quickly rejecting them if they fail. So, it's critical publishers and their advertisers have confidence in the ads running on their sites and in their mobile apps. This joint solution from PubMatic and The Media Trust provides that confidence and sets a new standard in mobile app brand safety," said Chris Olson, founder and CEO of The Media Trust. "The robust integration designed by PubMatic's technology team can easily manage and pass large volumes of mobile creative to The Media Trust, which performs quality assurance scanning of mobile assets in real time."
Launched last quarter and available globally, the brand control solution was a joint development initiative between The Media Trust and PubMatic designed to provide myriad benefits for mobile application developers, cross-media publishers and mobile-specific publishers, including:
- Immediate scanning of creative assets behind a placement across multiple device types for both mobile applications and mobile web
- Quick resolution for creative quality issues
- Comprehensive security and fraud (including mobile redirect) protection
- Improved capabilities for ensuring that ad placements are operable across device types, mobile web, and hundreds of geographic locations
- Improved support for apps running on iOS and Android devices
"The industry needs better quality assurance in mobile, particularly with regard to applications," said Bob Walczak, GM of Mobile & Video at PubMatic. "The solution we developed with The Media Trust not only solves a difficult problem in the mobile industry, but allows publishers, brands and consumers to benefit from better quality inventory and a more desirable customer experience."
The expansion of PubMatic's brand control capabilities across mobile applications and in-stream video ads underscores the company's continued commitment to technological innovation, especially within the mobile realm, and follows the recent addition of video RTB to PubMatic's existing mobile and display capabilities. This addition strengthens the company's One Platform multiscreen solution for publishers operating across mobile, tablet and display.