The Mobile Marketing Association of China has created a Brand Safety and Viewability Standard Group in a bid to enhance brand safety and combat fraudulent traffic. According to the group, brands should be able to identify fake traffic by using three key elements: 1. At present, China relies heavily on the US-headquartered Media Rating Council and Interactive Advertising Bureau to provide audience measurement information.
The Mobile Marketing Association of China has created a Brand Safety and Viewability Standard Group in a bid to enhance brand safety and combat fraudulent traffic. Over 30 members have joined the initiative thus far, with major advertisers, agencies and publishers represented. At present, China relies heavily on the US-headquartered Media Rating Council and Interactive Advertising Bureau to provide audience measurement information.