Ad Fraud and Viewability Top In-App Ad Buyer Concerns: PubMatic

Lucidity is clearly barking up the right tree: this Forrester study for PubMatic found that nearly one-quarter of ads budgets are now spent on mobile in-app ads, most purchased programmatically. And, sure enough, ad fraud and viewability measurement top the list of concerns. They buy anyway because they like the high engagement and targetability.