
As the advertising world moves inexorably toward more mobile, it is wise for practitioners to follow a few important tips…
Re: Levers of Fraud Protection
Use third-party safety sources: For viewability and invalid traffic (IVT) issues look at companies such as Moat, DoubleVerify or IAS. They offer pre- and post-bid media monitoring. In addition, look at companies like White Ops and TUNE, which delve beyond the simple ad network or publisher level.
Re: Levers of Delivery Control
Placement: Upper placements are typically used to generate awareness, middle placements are used more to generate product consideration while lower placement is used to drive conversions.
Optimization: Use regular inventory reports to make mid-course adjustments in favor of better performing inventory partners, data sources and ad units.
Distinctions: In-app advertising is not the same as mobile web advertising. Tracking them individually is critical. Consumers spend more time on their phones on a few apps as compared to a larger number of mobile websites accessed. Fraud issues are different, one verses the other, and tracking conversions are easier on mobile web. Source: MediaPost