Mobile creative DSP TabMo has teamed up with Integral Ad Science (IAS), a measurement and analytics company, to provide marketers with a mobile-first approach to brand safety, fraud and viewability measurement.
The partnership has seen a pre-bid integration on TabMo’s Hawk platform, which aims to give online marketers improved brand safety performance on mobile in-app and web. It also offers fraud detection and viewability targeting for mobile web inventory.
With the integration, media agencies and brands will not only be able to use the Hawk DSP to target consumers as normal, but also have the added function of seeing IAS viewability segments before a bid is submitted on an impression. The functionality enables self-service Hawk users to target ad placements based viewability rates.
“Mobile advertising is a completely different ecosystem than desktop, and this also concerns brand safety, fraud and viewability,” said Chris Childs, UK MD at TabMo. “IAS is widely recognized as an industry leader, making them a logical partner in the effort to increase mobile media quality. We are happy to give mobile marketers self-serve capabilities to improve their ad segmentation on a pre-bid basis, and eager to continue working with IAS to address mobile marketing issues across mobile web and in-app inventory.”
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