Peer39’s pre-bid data, previously available only for desktop campaigns, helps identify apps and sites that aren’t appropriate for campaigns or potentially fraudulent. StrikeAd users can use that data to create a set of criteria that will include or exclude certain publishers from their campaigns.

The DSP already excludes those apps that aren’t certified by the various app stores.

“Consumers increasingly toggle between app and mobile Web experiences, and StrikeAd’s clients want to be sure they can provide relevant, brand safe ad experiences within high-quality content that will engage consumers in both spheres,” stated Mike Caprio, global VP and GM of programmatic at Sizmek.

Brand safe is the keyword. Many companies are reticent to jump into the programmatic sea and opt to building private marketplaces instead.

“Audiences are shifting to mobile with increasing frequency, so we’re always looking for tools that will enable us to execute our mobile programmatic ad buys with heightened targeting capabilities and decreased waste,” stated Marco Rigon, global head of Mobext, mobile agency of Havas Group.

With an expected $100 billion to be spent on mobile in 2016, the potential for waste is staggering. Based on numbers from Forensiq last year, as much as 34% of programmatic traffic is at risk of fraud.

Any effort to immediately and automatically blacklist suspect publishers will be seen by brands as a positive move for the mobile market.