The Media Trust and PubMatic Announce New Standard in Brand Safety Across Mobile Applications Integration Helps Address Publishers' Mobile App Brand Control Struggles
REDWOOD CITY, Calif., Feb. 26, 2014 /PRNewswire/ -- The Media Trust, the global leader in monitoring and protecting the online and mobile advertising ecosystem, and PubMatic, the programmatic advertising platform company for leading publishers, today announced a new solution for improving brand safety across mobile inventory, focused particularly on mobile applications, one of the fastest growing areas of demand in mobile.
The solution utilizes an API to push pre-parsed mobile ad tags from PubMatic to The Media Trust for the individual creative behind a given ad placement, enabling The Media Trust to monitor ad tags across all mobile platforms and device types simultaneously. The result is a faster, more comprehensive mobile quality solution for PubMatic's premium publisher base across mobile applications, mobile web, desktop and video inventory—an important advantage for publishers with cross-screen digital assets.
"Mobile users have zero tolerance for poorly performing, non-responsive apps and websites, quickly rejecting them if they fail. So, it's critical publishers and their advertisers have confidence in the ads running on their sites and in their mobile apps. This joint solution from PubMatic and The Media Trust provides that confidence and sets a new standard in mobile app brand safety," said Chris Olson, founder and CEO of The Media Trust. "The robust integration designed by PubMatic's technology team can easily manage and pass large volumes of mobile creative to The Media Trust, which performs quality assurance scanning of mobile assets in real time."
Launched last quarter and available globally, the brand control solution was a joint development initiative between The Media Trust and PubMatic designed to provide myriad benefits for mobile application developers, cross-media publishers and mobile-specific publishers, including:
- Immediate scanning of creative assets behind a placement across multiple device types for both mobile applications and mobile web;
- Quick resolution for creative quality issues;
- Comprehensive security and fraud (including mobile redirect) protection;
- Improved capabilities for ensuring that ad placements are operable across device types, mobile web, and hundreds of geographic locations;
- Improved support for apps running on iOS and Android devices.
"The industry needs better quality assurance in mobile, particularly with regard to applications," said Bob Walczak, GM of Mobile & Video at PubMatic. "The solution we developed with The Media Trust not only solves a difficult problem in the mobile industry, but allows publishers, brands and consumers to benefit from better quality inventory and a more desirable customer experience."
The expansion of PubMatic's brand control capabilities across mobile applications and in-stream video ads underscores the company's continued commitment to technological innovation, especially within the mobile realm, and follows the recent addition of video RTB to PubMatic's existing mobile and display capabilities. This addition strengthens the company's One Platform multiscreen solution for publishers operating across mobile, tablet and display.
About The Media Trust
Established in 2005, The Media Trust is the global leader in monitoring and protecting the online and mobile advertising ecosystem. With a physical presence in 65 countries and 500 cities located around the globe, The Media Trust provides website security to protect against malware, site performance issues and data leakage, which leads to lost revenue and privacy violations. The Company also provides ad campaign quality automation technology, verifying online ad campaigns and enabling comprehensive quality assurance. More than 400 publishers, ad networks, exchanges, agencies and corporate advertisers from across the online and mobile ad ecosystems—including 39 of comScore's AdFocus Top 50 websites —rely on The Media Trust's comprehensive suite of detection and alerting services to protect their website, their revenue and, most importantly, their brand. For more information, please visit www.themediatrust.com.
PubMatic is the technology platform that powers the programmatic advertising strategy of leading publishers and premium brands. Its innovative solutions help content providers drive the highest value for their digital media assets and provide consumers with a more personalized advertising experience across display, mobile and video. PubMatic's One Platform, proprietary technology and advanced mobile capabilities are utilized by a global roster of comScore publishers. Pioneering online auctions for the buying and selling of media through Real-Time Bidding (RTB) and Private Marketplace (PMP), the company also works with hundreds of advertising partners. Ranked by Deloitte as one of the fastest growing companies in the US Internet sector in both 2012 and 2013, PubMatic has offices worldwide with headquarters in Redwood City, California.
For further information please contact:
PubMatic EMEA and APAC:
Corporate Communications Manager
Paige F. MacGregor