Mobile adtech company xAd has expanded its partnerships with Media Rating Council (MRC) accredited organizations including DoubleVerify, Integral Ad Science (IAS), Pixalate, and Moat, in hopes it will assuage growing concerns around viewability, ad fraud, and brand safety in mobile advertising.

The company claims that it can now guarantee viewability rates of “70% or more” for clients who run a campaign with any of its four MRC-accredited partners.

While the majority of the world’s largest advertisers are committed to increased investment in online advertising in 2017-18, some by as much as 40%, 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.

What’s more xAd – which specialises in location-based marketing – claims in these new areas of adtech standards often lag behind innovation, exacerbating advertiser concerns around viewability, ad fraud and brand safety.

To mitigate these concerns, xAd is strengthening its partnerships and certifications with global intelligence platform and fraud protection provider Pixalate, viewability partner DoubleVerify, and digital ad trackers IAS and Moat.

Through its integration with Pixalate, 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 will bring clients mobile viewability metrics through partnerships with DoubleVerify and IAS, and mobile viewability and attention metrics from Moat.

The company’s global in-app whitelist process and methodology is certified by DoubleVerify.

xAd is also registered with the Trustworthy Accountability Group (TAG), which focuses on eliminating fraudulent digital advertising traffic, combating malware, and fighting ad-supported internet privacy.

Joshua Lowcock, executive vice president and chief digital officer, UM Worldwide, said: “Brand safety is a critical issue for agencies and marketers.

“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.”

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