InMobi and DoubleVerify Brand Safety Overview and Guidelines For Your Mobile Campaigns
Be sure to download our latest ebook today to learn more about InMobi and DoubleVerify brand safety definitions, what marketers need to know about brand safety with in-app media buying platforms and how both companies are working to improve trust and transparency.
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The Current State of Brand Safety
Brand safety remains an ever-present concern in digital advertising. A November 2018 survey found that
60% of advertising industry professionals in the U.S. were worried about brand safety. That’s down quite a bit from 2017, when it was a whopping 90%, but it’s still a clear plurality nonetheless. A separate 2019 report found that close to 37% of digital media pros in the U.S. see brand safety becoming an even more pressing concern in the year.
“With the stakes higher than ever, it’s critical that digital marketers around the world have a
holistic approach to brand safety, digital ad fraud and viewability,” said Wayne Gattinella, CEO of DoubleVerify. “Advertisers are demanding clarity and confidence in the quality of the online platforms and content with which their brands are associated.”
Of course, before getting into brand safety guarantees, it helps to note what the term actually means. The ebook provides an overarching definition, clarifies how it’s different than brand suitability and discusses why every brand needs their own custom brand safety definition.
The State of Brand Safety Software and Analytics Tools Today
While brand safety continues to affect programmatic ad campaigns and drain ad budgets, there are steps brands can take to safeguard their campaigns:
- Mobile in-app advertising provides a number of unique advantages, including more homogenous environments and unique classifications like app store ratings.
- Marketing measurement providers like DoubleVerify have a number of filters and verification options happening both before and after bids to root out potential brand safety issues before they ever crop up and accurately identify placements after the fact. They’re also taking concrete steps to more accurately classify and filter in-app content, to provide finer granularity beyond the overall app level and work on the content level.
- Machine learning techniques like Generative Adversarial Networks and computer vision are being applied to develop stronger and smarter solutions built to near-universally guarantee brand-safe placements in as close to real time as possible.
To learn more about brand safety today and how to help guarantee brand-safe ad placements, be sure to
get your free copy of our latest ebook today.
DoubleVerify is the leading independent provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transparency and accountability to deliver the highest level of impression quality for maximum advertising performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital ecosystem, helping to build a better industry. Learn more at
InMobi’s mission is to power intelligent, mobile-first experiences for enterprises and consumers. Its businesses across advertising, marketing, data and content platforms are shaping consumer experience in a world of connected devices. InMobi has been recognized as a 2019 CNBC Disruptor 50 and one of Fast Company’s 2018 World’s Most Innovative Companies. InMobi’s press releases can be found at