Sabio Mobile announces Validated Publishers: a data-driven approach to define "premium"

News provided by

Jul 25, 2017, 09:00 ET

SANTA MONICA, Calif., July 25, 2017 /PRNewswire/ -- Sabio Mobile, the smarter mobile ad platform trusted by brands and agencies, announced today a "Validated Publishers" feature for its supply offering -- a proprietary methodology that brings a scientific and data-driven approach to defining premium publishers and securing high-quality supply.

With the Validated Publishers methodology, brands will be able to secure high-quality supply on Sabio Mobile's platform through a rigorous vetting process without worrying about brand safety and fraud.

"There is a genuine problem in the ad industry related to ad fraud and brand safety because of the lack of clarity around premium and non-premium publishers," said Kris English, Associate Media Director, DigitasLBi. "Sabio Mobile has been a great partner for us due to their premium publisher lists and transparency, two major components to the success of their model, translating to success for our clients."

"Certain publishers are considered premium for their reputation in the industry, but it is still really hard to define what is premium," said Joao Machado, Director of Mobile, OMD. "I am encouraged that companies like Sabio Mobile are trying to bring solutions to the marketplace."

Until now, brands were dependent on unreliable methods to secure supply for mobile campaigns because the industry has lacked an agreed-upon definition for "Premium Publishers." "Premium" has typically been synonymous with quality and trust: publishers having high web rankings or simply sites and properties with long legacies which have been trusted sources of news and information for years.

"With the onset of social media and user generated content that now demand larger digital budgets from brands, as well as the more recent 'fake news' phenomenon, the definition of 'premium' has become murkier," said Aziz Rahim, CEO, Sabio Mobile. "With the changing times, we at Sabio Mobile realized there is a big need to differentiate inventory, so brands can run campaigns without second guessing quality of the inventory and developed with the Validated Publishers offering."

Sabio Mobile's Validated Publishers undergo a rigorous test of a minimum of seven criteria that they must pass before running any brand advertisements on them. The company developed these criteria based on issues that are top of mind for brand advertisers today such as fraud and brand safety.

The seven criteria are:

Certification by the Google Play or Apple App Store
User ratings for the app
Estimated monthly downloads
CTR benchmarks
Viewability benchmarks
Brand safety
Ad Fraud

Each of the criterion has its own benchmark, but they are all important for their own reasons. For example, having an app that is Google or Apple certified adds an extra layer of protection to make sure it's free of malware, doesn't infringe on copyright issues, and the technical coding is up to spec. An app that is downloaded on an alternative marketplace or by direct download may not be playing by the same rules.

In the case of user ratings, when an app has a lower rating it means the app may have error-prone code, poor usability and possibly ad spamming. These are things that no brand wants to be associated with.

This story first appeared in AdExchanger. To learn more about Validated Publishers, please visit us at www.sabiomobile.com or email [email protected].

About Sabio Mobile

Sabio is smarter mobile advertising. We offer brands and agencies cutting-edge technology, killer customer service, a full creative suite, and an agile approach to mobile ads. Sabio's App Science™ products collect the most valuable data available from the apps on your customers' devices to understand who they are and to predict their behavior and responsiveness to ads. We compile this information into APEX, our ad server and audience management platform that segments audiences and uses machine learning to maximize results. The quality data provided by App Science™ combined with the predictive analysis and micro optimizations available within APEX ensures beautiful, targeted ads reach the users most likely to engage with your brand.

SOURCE Sabio Mobile