Twitter’s MoPub Mobile Ad Platform Is Now Integrated With Pixalate, DoubleVerify

The two MRC-accredited vendors will help prevent invalid traffic

MoPub runs more than 1.5 trillion live auctions per month Twitter

Twitter’s MoPub mobile advertising platform is teaming up with Pixalate and DoubleVerify to ensure the quality of traffic across its network.

MoPub said in a blog post that it runs more than 1.5 trillion live auctions per month to fill ad inventory on over 50,000 mobile applications,

Twitter said mobile ad fraud across the industry is estimated to have cost marketers up to $4.9 billion in 2018, adding that integrating with the two Media Rating Council-accredited mobile invalid traffic vendors will help MoPub: vet publishers prior to permitting them to participate in its real-time-bidding exchange; monitor pre-bid and post-bid traffic for threats and suspicious indicators; and enforce policies across its platform, leveraging Twitter’s global cross-functional policy operations team.

In the blog post, MoPub defined invalid traffic as both technical issues that prevent successful ad impressions and fraudulent impressions, clicks or conversions, adding that its data-driven approach will examine traffic signals including:

  • Viewability rates and ad implementation.
  • App store rankings, user downloads, descriptions and market reach.
  • App content, user experience and ad capabilities.

MoPub will also study GIVT (general invalid traffic) and SIVT (sophisticated invalid traffic) fraud signals, including:

  • Clicks and impressions generated by crawlers, scripts and agents.
  • Illegitimate traffic based on device and ad tag hijacking.
  • Spoofed source info by device ID and bundle ID. David Cohen is editor of Adweek's Social Pro Daily.