xAd Fortifies Commitment to Brand Safety with Expanded Partnerships
xAd | 05/23/2017
New York – May 23, 2017 – xAd, the global leader in location intelligence that drives sales, today announced expanded partnerships with Media Rating Council (MRC) accredited organizations: DoubleVerify, Integral Ad Science (IAS), Pixalate, and Moat to foster trust and assuage growing concerns around viewability, ad fraud, and brand-safety in mobile advertising.
By 2020, digital ad spend will top $335 billion, with mobile driving much of this momentum, according to eMarketer. At the same time, 90% of marketers report ‘viewability’ as a major concern and the majority (62%) are dissatisfied with measurement standards according to the World Federation of Advertisers. These concerns are further exacerbated by new and emerging digital ad spend areas like location, in which standards often lag behind innovation. xAd is therefore strengthening its partnerships and certifications with core market leaders who are dedicated to addressing concerns like viewability, ad fraud, and brand safety.
Through an integration with Pixalate, a leading global intelligence platform and fraud protection provider, xAd will be able to monitor its entire network and identify both general and sophisticated invalid traffic. Additionally, xAd has automated and manual processes to measure and root out problematic supply to ensure clients have access to quality supply.
xAd’s global in-app whitelist process and methodology is certified by DoubleVerify, a leader in data quality solutions. xAd’s methodology of classifying and categorizing mobile applications combined with DoubleVerify’s rigor in digital ad quality provides the transparency to safeguard brand integrity across digital – both in-app and web.
xAd will also bring clients mobile viewability metrics through partnerships with DoubleVerify and IAS, and mobile viewability and attention metrics from Moat, whose SDK integrations position it as a leader for in-app measurement. For xAd clients running a campaign with any of these partners, xAd promises viewability rates of 70% or more. Furthermore, xAd plans to continue its work with these partners to increase the scale of in-app measurement.
xAd is also registered with the Trustworthy Accountability Group. TAG focuses on eliminating fraudulent digital advertising traffic, combating malware, fighting ad-supported internet privacy to promote brand integrity and brand safety through greater transparency.
“Brand safety is a critical issue for agencies and marketers,” said Joshua Lowcock, Executive Vice President and Chief Digital Officer, UM Worldwide. “It’s important for us to be able to fully trust the vendors and methods we use to deliver our brand’s message, and it’s great to see xAd take a leadership position in working with third parties to address transparency, brand safety and compliance in mobile.”
“As digital advertising continues to grow and evolve, it becomes increasingly important for vendors and marketers alike to stay ahead of industry challenges,” said Andy Sriubas, Executive Vice President, Strategic Planning & Development, Outfront Media Inc. “xAd has always been at the forefront when it comes to these challenges, such as their stance with third-party measurement and verification. It’s encouraging to see a leading technology partner continue to place such emphasis on meeting new standards.”
“Nothing is more important to us than the complete trust of our clients,” says D Sharma, Founder and Chief Executive Officer, xAd. “We will always put their safety and concerns ahead of our business and revenue goals. This rule is imposed into everything we do, like our stance on third-party measurement, and always making sure that checks and balances are in place. Our belief is that a client should be able to only focus on what matters to their business, while we make sure the pipes are kept clean for them.”
Committed to bringing accountability to the market, this momentum comes in the wake of xAd’s first-to-market launch of Cost Per Visit. The new business model represents a shift in accountability from the buyer to partner solution and underscores the company’s guarantee of results, high standards and pledge to remove concerns around brand safety, viewability and ad fraud.