DoubleVerify Goes All-In On In-App Viewability

DoubleVerify announced Monday it's partnering with Amobee, InMobi, Innovid, Medialets, Mobilefuse and Ubimo for its mobile in-app viewability solution.

That's mobile ad company InMobi, mobile ad-serving platform Medialets and mobile ad network Mobilefuse. DoubleVerify expanded current partnerships with mobile ad tech company Amobee, video marketing platform Innovid and mobile programmatic platform Ubimo. 

Partners were chosen for their ability to "consistently deploy" DoubleVerify's mobile measurement tech to maximize inventory quality and eliminate reporting discrepancies.

Wayne Gattinella, CEO and president, DoubleVerify, said in an email that with in-app consumption beginning to outpace the mobile web, ad dollars naturally follow the eyeballs, and  "it’s critical that advertisers have complete transparency into how consumers are engaging with their in-app promotion [to] maximize the performance and their total digital investment.”

DoubleVerify, a third-party measurement company, lets advertisers know whether an impression is likely to be viewable, brand-safe, contextually relevant and fraud-free.

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