The lack of transparency in this often murky area of automated trading has been a breeding ground for questionable practices, and where much of the concerns around fraud, brand safety and viewability have come from.

But have you fallen into the habit of solely relying on traditional KPIs like viewability and clickthrough rates to measure success on mobile? If so, you’re not alone. According to a new research study, less than half of marketers are confident in their ability to measure granular mobile ad metrics.

“I would say that one of the challenges is real-time viewability measurement … in mobile app environments,” SpotX’s Schaum said. A new version launched in June 2019, VAST 4.2, should resolve the real-time viewability problems in apps. Measurement is also complicated by inconsistent definitions for completion rates and viewability, but the industry is trying to set some standards.

Moat is a marketing analytics and measurement platform focused on measuring attention, viewability, validity, and brand safety in digital advertising. Working with publishers, brands, agencies and platforms, Moat is able to use data to help advertisers make better decisions. Learn more at moat.com.

Moat is a marketing analytics and measurement platform focused on measuring attention, viewability, validity, and brand safety in digital advertising. Working with publishers, brands, agencies and platforms, Moat is able to use data to help advertisers make better decisions. Learn more at moat.com.

Moat is a marketing analytics and measurement platform focused on measuring attention, viewability, validity, and brand safety in digital advertising. Working with publishers, brands, agencies and platforms, Moat is able to use data to help advertisers make better decisions. Learn more at moat.com.

Moat is a marketing analytics and measurement platform focused on measuring attention, viewability, validity, and brand safety in digital advertising. Working with publishers, brands, agencies and platforms, Moat is able to use data to help advertisers make better decisions. Learn more at moat.com.

Moat is a marketing analytics and measurement platform focused on measuring attention, viewability, validity, and brand safety in digital advertising. Working with publishers, brands, agencies and platforms, Moat is able to use data to help advertisers make better decisions. Learn more at moat.com.