AppHarbr by GeoEdge Launches the First Index Ranking In-App Ad Networks on Ad Quality & Safety

"50% of global ad networks failed to meet baseline ad safety standards, exposing users and publishers to malicious or policy-violating ads. iOS apps experienced nearly three times more malicious ads than Android apps. All evaluated ad networks failed ad skippability standards as Ad duration violations were widespread with 15-30-second ad units extended to 60-80 seconds."

"The Index reflects a growing shift in how mobile publishers evaluate ad demand. As malicious, intrusive, and policy-violating creatives increasingly bypass network and mediation safeguards, monetisation teams are looking beyond traditional metrics like eCPM to measure the true performance of ad partners."

"Across gaming apps, Meta ranked as the overall leader in ad safety, followed by AppLovin, ironSource, AdMob, and Amazon Ads, delivering the lowest relative malvertising exposure rates. Across the broader app ecosystem, Meta, The Trade Desk, Equativ, Index Exchange, and TripleLift demonstrated strong performance in preventing malicious behaviours."

AppHarbr released the first In-App Network Ad Quality & Safety Performance Index, benchmarking 25 billion ads across 500 mobile apps and 45 ad networks. The analysis reveals critical safety failures: 50% of ad networks fail baseline safety standards, iOS apps receive nearly three times more malicious ads than Android apps, and all evaluated networks violate ad skippability standards with ads extended from 15-30 seconds to 60-80 seconds. Publishers increasingly evaluate ad networks beyond traditional metrics like eCPM, prioritizing safety and compliance. Meta leads in gaming app safety, followed by AppLovin, ironSource, AdMob, and Amazon Ads. Across broader ecosystems, Meta, The Trade Desk, Equativ, Index Exchange, and TripleLift demonstrate strong performance preventing malicious behaviors.

Read at Exchangewire