What: Mobile ad platform Sabio Mobile announced a “Validated Publishers” feature for its supply offering.
Why it matters: 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.
Sabio Mobile, the smarter mobile ad platform trusted by brands and agencies, announced 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.
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.
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.
“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.”
“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.”