Transparency will continue to dominate our industry, says MoPub

""Discussions of transparency and ethical ad tech will continue to dominate our industry," says MoPub head of programmatic North America, Caitlin McGovern. "At the end of the day, we all have a responsibility to provide a clean user experience and help ensure a marketer is reaching an actual human in a viewable environment. A lot of marketers and companies are manually reviewing every single app in the ecosystem and layering on their brand safety requirements," she explains."

"The biggest issue overall is education and agreement on scalable in-app standards. For example: what do key benchmarks look like for in-app compared to desktop or mobile web? How are consumers spending their time in mobile apps compared to mobile web, and what kind of content are they consuming? Is it time to re-think the value of verticals that may have been considered less brand-friendly in the past, such as gaming? What kind of ad formats produce the best results?"

Brand safety and transparency in in-app environments are more complex than desktop or mobile web because apps require downloading and encompass diverse categories like games, utilities, and entertainment. Many agencies and brands manually vet apps, increasing time and resource costs. The industry lacks education and agreement on scalable in-app standards, benchmarks, and comparable metrics to desktop or mobile web. Marketers must evaluate how consumers spend time across apps and which ad formats yield best results. Reconsideration of verticals previously seen as less brand-friendly, such as gaming, is necessary given that over 88% of mobile time is spent in apps.

Read at The Drum