• by Tobi Elkin  @tobielkin, May 23, 2017

As digital ad measurement continues to be a major hot button, location-intelligence provider xAd said it extended partnerships with Media Rating Council-accredited firms DoubleVerify, Integral Ad Science (IAS), Pixalate, and Moat, all providers of services that address viewability, ad fraud, and brand safety in mobile advertising.

Xad said its integration with Pixalate, a fraud protection provider, will enable it to monitor its network and identify both general and sophisticated invalid traffic. In addition, xAd has automated and manual processes to identify and get rid of problematic ad supply.

The company said its whitelist process and methodology is certified by DoubleVerify. It also said it will offer clients mobile viewability metrics through partnerships with DoubleVerify and IAS, and mobile viewability and attention metrics from Moat.

By 2020, digital ad spend is forecast to reach $335 billion, with mobile driving much of this momentum, according to eMarketer estimates. 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.

“Brand safety is a critical issue for agencies and marketers,” stated Joshua Lowcock, executive vice president and chief digital officer, UM Worldwide. “It’s important for us to be able to fully trust the vendors and methods we use to deliver our brand’s message.”