Mobsta is committed to protecting brands against the major issues plaguing brand safety facing the mobile display market. The processes that Mobsta have implemented to minimize risk to advertisers and ensure their ads are served in a safe environment are outlined below.
Integrated SSPs to the Mobsta DSP provide levels of Quality Control/Assurance:
Our SSP Partners provide the ability to blacklist publisher applications from campaigns based on specified criteria (ex: Country, AdSize, Publisher ID, App/Site ID, etc.) and as defined by the agency or advertiser, within their proprietary user interfaces.
For Managed service, the designated in-house Operations contact will monitor their own campaigns by way of proactively pulling data and reviewing daily reports to ensure their campaigns are running on publisher sites as expected. If they are not running as expected, the publisher sites will be removed from the affected campaign(s), investigate why/how it occurred, discuss preventative measure solutions to avoid a recurrence, and work towards putting the practice in place with necessary and relevant parties.
The Mobsta DSP Platform provide the ability to whitelist traffic sent via SSPs and their existing filtering mechanisms. Mobsta is also willing to work with agencies and advertisers to build whitelists that meet their brand safety standards. Whitelists can be applied at the campaign level within the platform. Said whitelisted traffic is then associated to media campaigns based on various elements on a campaign-by-campaign basis within the platform.
SSPs provide bidstream filtering (ex: 1st & 3rd party datasets (ex: IAS/MOAT/DCM), Private Marketplace Deals, internal blacklists, etc.) to ensure specified inventory is sent to the Mobsta DSP based on the kind of traffic relative to advertiser/client campaigns.
This inventory is then vetted & filtered (ex: IAB OpenRTB parameters via current Mobsta integration — https://www.iab.com/wp-content/uploads/2015/06/OpenRTB-API-Specification-Version-2-3.pdf) based on settings configured in the Mobsta DSP, to then be made available via whitelisting within the Mobsta DSP.
This whitelist supply is then curated into customisable publisher groups within the Mobsta DSP based on media campaign specifications (ex: Country / AdSize / Category / Device / etc.) to then be available and ready for use in association to live campaigns by Mobsta Operations team/self-service customers.
Mobsta has partnered with Moat and IAS, both MRC accredited organisations, to provide measurement of key brand safety metrics across Mobsta campaigns, which includes but not limited to Viewability, Invalid Traffic and Human impressions.
For audience verification, Mobsta have certified with Nielsen’s DR solution to measure the demographic profile of users reached on a campaign-by-campaign basis and check whether it meets the campaign’s target. This measurement help Mobsta to verify the accuracy of demographic data sent through by publishers and third-party data providers.
Mobsta can also run client-provided tags from all the major third-party trackers, Moat, DFA, DoubleVerify, Nielsen, ComScore & IAS, so that agencies and advertisers are able to measure with their preferred vendor of choice.
If Mobsta becomes aware of a Brand Safety violation or ad misplacement, we will attempt to take prompt steps to block and/or remove the problematic publisher application. The publisher application may be blacklisted or the campaign may be paused by Mobsta whilst the relevant parties (Mobsta/client) investigate, based on the nature of the request. All take down requests received within business hours (Monday-Friday 730am-530pm) will be executed within one working day, or within the timescales specified in individual terms and conditions, with best practices for expediting this request as soon as possible. The contractual consequences of not taking down an advertisement in accordance with agency/advertiser request are agreed with Mobsta on a case-by-case basis. Mobsta will fully investigate the cause of the violation and take any necessary actions to prevent a recurrence.