xAd, the location intelligence firm, has expanded its partnerships with DoubleVerify, Integral Ad Science (IAS), Pixalate, and Moat – all of which are Media Rating Council certified – to boost trust in viewability measures, ad fraud and brand safety standards in mobile advertising.
With digital ad spend set to reach $355 billion in 2020 and mobile driving much of the momentum, it may be a worrisome trend that 90% of marketers report viewability as a major concern. These concerns are further amplified by new and emerging digital spending areas such as location.
xAd hopes that the latest integrations can lessen some of these issues.
By working with Pixalate, the fraud protection company, xAd plans to monitor its entire network to provide insights into any invalid traffic and eliminate questionable supply.
Joshua Lowcock, Executive Vice President and Chief Digital Officer, UM Worldwide, said:
“Brand safety is a critical issue for agencies and marketers. It’s important for us to be able to fully trust the vendors and methods we use to deliver our brand’s message, and it’s great to see xAd take a leadership position in working with third parties to address transparency, brand safety and compliance in mobile.”
DoubleVerify certifies the company’s in-app whitelist process and methodology to classify and categorise mobile apps. This should add further transparency to safeguard brand integrity across digital.
xAd also plans to roll out mobile viewability metrics via partnerships with DoubleVerify and IAS, and mobile attention metrics from Moat. When xAd clients run campaigns with these partners, viewability rates of 70% or higher are guaranteed.
Andy Sriubas, Executive Vice President, Strategic Planning & Development, Outfront Media Inc., adds:
“As digital advertising continues to grow and evolve, it becomes increasingly important for vendors and marketers alike to stay ahead of industry challenges. xAd has always been at the forefront when it comes to these challenges, such as their stance with third-party measurement and verification. It’s encouraging to see a leading technology partner continue to place such emphasis on meeting new standards.”
In addition, xAd registered with the Trustworthy Accountability Group to focus on eliminating fraudulent digital ad traffic, fight malware and promote brand integrity and safety.
The announcements follow xAd’s recent launch of the Cost Per Visit business model that shifts accountability from the buyer to partner solution and solidifies the company’s guaranteed results and standards.
remove concerns around brand safety, viewability and ad fraud.
Dipanshu Sharma, Founder and Chief Executive Officer, xAd, concludes:
“Nothing is more important to us than the complete trust of our clients. We will always put their safety and concerns ahead of our business and revenue goals. This rule is imposed into everything we do, like our stance on third-party measurement, and always making sure that checks and balances are in place. Our belief is that a client should be able to only focus on what matters to their business, while we make sure the pipes are kept clean for them.”