InMobi is one of the industry’s leading mobile advertising companies and they have just come out saying that they will be guaranteeing 100% viewability on all their mobile ad campaigns. This is a major move that is quite timely given the fact that there have been so many reports coming out lately about issues related to ad fraud.
Their viewability guidelines are in line with industry standards concerning what percentage of the ad is viewable (50%) and a minimum amount of time that it appears on the screen (at least two seconds).
Co-Founder of InMobi, Abhay Singhal said of this announcement, “We are committed to becoming the largest in-app mobile marketplace that provides 100% viewable, brand-safe, and fraud-free impressions.”
This, of course, is quite a big statement, especially when you look at how much of an issue ad fraud is in the industry. The fact that they are making these claims across all mobile device types and ad formats is even more impressive. InMobi is clearly setting the standard that all other ad networks will need to work to keep up with.
In the company statement they said, “Digital and mobile advertising are facing credibility and measurement challenges with ad blocking, fraud and ad clutter. For brand advertisers, the guarantee means greater exposure and reduced risk on advertising investments.”
To ensure they are able to meet the 100% viewability claims advertisers will be charged only on a cost per view basis. The views will be verified by a third party firm, Integral Ad Science.
