Millennial Media pushes for more transparency with new offering

Millennial Media, an independent mobile ad marketplace, is working with Integral Ad Science to launch its 100% viewability guarantee for in-app mobile advertising in Asia Pacific. Integral Ad Science delivers the first-to-market viewability measurement solution for all MRAID-compliant mobile advertising application integrations.

Integral Ad Science has completed an audit of the Millennial Media network, and both companies have been working with publishers on technical changes that improve viewability. With this new offering, Millennial Media ensures advertisers that its media is the most trusted source of mobile impressions in the ecosystem.

"There is a growing demand from the advertising industry for quality indicators to be set for brand safety, fraud and viewability. Marketers must protect their brands, and they rightly don’t want to pay for an ad that a consumer might not have an opportunity to see," said the company in a press statement.

“With the mobile ad ecosystem desperately seeking guidelines around viewability, we are continuing our efforts to drive the conversation forward with the launch of Millennial Media’s 100% in-app viewability guarantee to several new markets, including Asia Pacific,”Robert Woolfrey, managing director, APAC said.

“Working together with Integral Ad Science as our measurement partner, we are committed to becoming the largest mobile marketplace that provides 100% viewable impressions, leading the digital industry as it works toward to a fraud free and brand safe future," he added.

"Advertisers are increasingly looking to mobile to reach consumers in Asia Pacific, making measuring viewability imperative in this environment. We leverage the most advanced science and technology to enable our clients to understand the quality of their media. Millennial Media's tremendous expertise and footprint in the mobile space makes them the ideal partner to pioneer guarantee viewability in this field,"Stephen Dolan, managing director, APAC at Integral Ad Science added.