Integrity of In-App Mobile Ad Inventory in Question
Advertisers thinking of increasing their mobile advertising budgets might want to rethink those initiatives.
Ad-fraud detection and prevention firm Pixalate's recent Mobile Sellers Trust Index shows that upwards of 38 percent of mobile in-app inventory is fraudulent.
Pixalate analyzed more than 125 supply-side platforms for the study and has published a list of 10 exchanges that received the best ratings including Amobee, Rubicon, Big Mobile Group, Millennial Media Exchange and AOL Marketplace (see the rest below).
The ratings are based on a variety of factors including reach/unique users, the degree of invalid traffic (either bots and crawlers posing as legitimate users or hijacked devices and URL spoofing used generate false impressions), transparency, as well as the accuracy and availability of location data.