As advertisers continue to shift budgets from desktop to mobile, this report examines whether mobile media buyers are using third party validation for viewability, brand safety and fraud, and the importance they place on this verification.

We see that third party measurement across mobile is on the rise. Almost a quarter (24%) of respondents are using a partner to report viewability, brand safety and fraud rates on mobile, with this figure expected to increase to 45% in the next 12 months.

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