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Mobile advertisers seek bigger weapons against fraud and poor quality

The rise of mobile usage has brought old problems back to the surface while creating some new ones of its own for brands and advertisers seeking to follow their consumers. Loss of confidence in the quality and integrity of the platforms has led advertisers to seek more direct control over quality and transparency as they seek to bear down on fraud and brand contamination, while enhancing the viewability that can be more elusive than ever on mobile devices. Such realities have been confirmed in a recent study by DoubleVerify, a provider of digital media measurement software, but have been coming out of the woodwork for some time and taken center stage at recent events such as the 2019 Brand Safety…

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