IAB Mobile Discrepancies 2.0: common issues, resolutions and paths forward

This paper takes an updated look at the state of Mobile Discrepancies, including common issues, resolutions, and paths forward.
  • The IAB presents new research based on a survey of over 85 publishers, ad servers, ad networks, data providers, DSPs, exchanges, rich media vendors and agencies.
  • The majority of respondents agreed that neither smartphones nor tablets provided consistently higher discrepancy rates.
  • Almost half of respondents cited mobile application environments as a bigger contributor to high discrepancy levels than mobile web.
  • The overwhelming majority (67%) cited rich media formats as another main contributor to consistently higher discrepancy levels....

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