Brand safety and fraud limiting programmatic in-app spend

An overview of concerns around buying in-app advertisements programmatically in Japan.

One-half of media buyers are concerned about brand safety (51%) and fraud (48%) when buying in-app ads programatically, according to the latest research from PubMatic. This is according to their survey of 100 media buyers who purchase in-app ads in Japan, including brand advertisers, advertising agencies and trading desks. Programmatic in-app ads are defined as those bought via demand-side platforms (DSPs).

To overcome these issues, marketers should focus on quality and enabling third-party verification.

Ineffective targeting is the third most common concern preventing programmatic in-app investment – 42% of in-app media buyers say so. Concerns over...

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