As of last month, a whopping one in five mobile users who were directed to malware got there by clicking on a Web ad.

The Media Trust and PubMatic Announce New Standard in Brand Safety Across Mobile Applications

Integration Helps Address Publishers’ Mobile App Brand Control Struggles

Redwood City, CA (February 26, 2014) The Media Trust, the global leader in monitoring and protecting the online and mobile advertising ecosystem, and PubMatic, the programmatic advertising platform company for leading publishers, today announced a new solution for improving brand safety across mobile inventory, focused particularly on mobile applications, one of the fastest growing areas of demand in mobile.

The solution utilizes an API to push pre-parsed mobile ad tags from PubMatic to The Media Trust for the individual creative behind a given ad placement, enabling The Media Trust to monitor ad tags across all mobile platforms and device types simultaneously. The result is a faster, more comprehensive mobile quality solution for PubMatic’s premium publisher base across mobile applications, mobile web, desktop and video inventory—an important advantage for publishers with cross-screen digital assets.

“Mobile users have zero tolerance for poorly performing, non-responsive apps and websites, quickly rejecting them if they fail. So, it’s critical publishers and their advertisers have confidence in the ads running on their sites and in their mobile apps. This joint solution from PubMatic and The Media Trust provides that confidence and sets a new standard in mobile app brand safety,” said Chris Olson, founder and CEO of The Media Trust. “The robust integration designed by PubMatic’s technology team can easily manage and pass large volumes of mobile creative to The Media Trust, which performs quality assurance scanning of mobile assets in real time.”

Launched last quarter and available globally, the brand control solution was a joint development initiative between The Media Trust and PubMatic designed to provide myriad benefits for mobile application developers, cross-media publishers and mobile-specific publishers, including:

  • Immediate scanning of creative assets behind a placement across multiple device types for both mobile applications and mobile web;
  • Quick resolution for creative quality issues;
  • Comprehensive security and fraud (including mobile redirect) protection;
  • Improved capabilities for ensuring that ad placements are operable across device types, mobile web, and hundreds of geographic locations;
  • Improved support for apps running on iOS and Android devices.

“The industry needs better quality assurance in mobile, particularly with regard to applications,” said Bob Walczak, GM of Mobile & Video at PubMatic. “The solution we developed with The Media Trust not only solves a difficult problem in the mobile industry, but allows publishers, brands and consumers to benefit from better quality inventory and a more desirable customer experience.”

The expansion of PubMatic’s brand control capabilities across mobile applications and in-stream video ads underscores the company’s continued commitment to technological innovation, especially within the mobile realm, and follows the recent addition of video RTB to PubMatic’s existing mobile and display capabilities. This addition strengthens the company’s One Platform multiscreen solution for publishers operating across mobile, tablet and display.

About The Media Trust
Established in 2005, The Media Trust is the global leader in monitoring and protecting the online and mobile advertising ecosystem. With a physical presence in 65 countries and 500 cities located around the globe, The Media Trust provides website security to protect against malware, site performance issues and data leakage, which leads to lost revenue and privacy violations. The Company also provides ad campaign quality automation technology, verifying online ad campaigns and enabling comprehensive quality assurance. More than 400 publishers, ad networks, exchanges, agencies and corporate advertisers from across the online and mobile ad ecosystems—including 39 of comScore’s AdFocus Top 50 websites —rely on The Media Trust’s comprehensive suite of detection and alerting services to protect their website, their revenue and, most importantly, their brand. For more information, please visit

About PubMatic

PubMatic is the technology platform that powers the programmatic advertising strategy of leading publishers and premium brands. Its innovative solutions help content providers drive the highest value for their digital media assets and provide consumers with a more personalized advertising experience across display, mobile and video. PubMatic’s One Platform, proprietary technology and advanced mobile capabilities are utilized by a global roster of comScore publishers. Pioneering online auctions for the buying and selling of media through Real-Time Bidding (RTB) and Private Marketplace (PMP), the company also works with hundreds of advertising partners. Ranked by Deloitte as one of the fastest growing companies in the US Internet sector in both 2012 and 2013, PubMatic has offices worldwide with headquarters in Redwood City, California.

Newest Hacker Target: Ads

"There is an arms race," said Chris Olson, chief executive of The Media Trust, an ad-security company in McLean, Va.

Media’s Coverage of The Media Trust


Last week’s announcement of our Mobile Media Scanner solution was picked-up by both mainstream tech and mobile publications including and interview with Sarah Perez of TechCrunch with ’The Media Trust debuts a solution to fight shady app install ads automatically redirecting users to app stores' and a write-up in App Developer Magazine- New Service Combats Mobile Ad Redirects and Malvertising. Enjoy the reads.

The Media Trust Announces the Release of Mobile Scanner, a Service For the Immediate Detection and Remediation of Mobile Redirects

Mobile Scanner’s functionality is a major step in the prevention of mobile redirects, which negatively impact the user experience, revenue streams and the overall credibility of the mobile ad ecosystem

The Media Trust, the global leader in monitoring and protecting the online and mobile advertising ecosystem, today announced the release of Mobile Scanner, a subscription-based service that immediately detects and stops mobile redirects before they can negatively impact the user experience and revenues for publishers, ad networks, exchanges and Demand Side Platforms (DSPs). Designed specifically for the mobile ecosystem, this new service scans client’s mobile websites, applications and ad tags on a constant, 24/7 basis, ensuring immediate detection of mobile redirects on pre-scan as well as any changes in flight. Mobile Scanner customizes the level of daily scans performed based on the specific security needs of each client.

More specifically, the service constantly scans all direct, rotating and programmatic ad serve tags and content found on either a mobile website or mobile application. Providing comprehensive support for the iOS, Android and Microsoft Mobile platforms, Mobile Scanner works across a wide range of device types, including iPad, iPhone, Kindle Fire and all leading Android devices.

 A mobile redirect is a small piece of code embedded into an ad tag or recommended third-party content. When the infected ad or content appears on the mobile device’s screen, the user is suddenly and abruptly redirected from their current website or app to app stores, pornographic sites or other unwanted content. Mobile device users’ tolerance for these redirects is extremely low so it’s critical to detect and terminate the redirects before they interrupt the user experience.

This task, however, is complicated by the complex nature of the mobile ad and third-party content ecosystems. During the process of serving an ad or content, these mobile redirects can easily be inserted at multiple entry points, making early detection and the identification of the culprits extremely difficult. Therefore, the only way to prevent mobile redirects from disrupting end users and revenue streams is through constant, 24/7 monitoring of websites, ad tags and content, which allows for their immediate detection, interception and termination.

“Mobile redirects are quickly becoming a major headache for all players in the mobile advertising and content-serving ecosystems. Unfortunately, there is no quick fix as the threat is constant. The Media Trust’s Mobile Scanner provides publishers, ad networks, exchanges and DSPs with the 24/7 vigilance needed to combat these redirects,” said Chris Olson, The Media Trust’s founder and CEO. “This new service also underscores our total commitment to securing the ads, content and websites of all participants in the mobile and online ad ecosystem.”

The Media Trust scans more than 150 million ad tags and 750,000 websites each month.  From this expansive, yet detailed view into the mobile and online ad ecosystem, the Company determined 75% of all current mobile redirects originate from gaming ads run through ad networks. The remaining 25% of redirects occur in travel, CPG, automotive and banking ads as well as third-party content, including content recommendation engines, reviews or other third-party sources. A vast majority of the redirects The Media Trust detected redirect users to application marketplaces, where other mobile games are typically promoted. The remainder of the redirects observed pushed device users to either pornographic or hack financial and phishing websites.

In several isolated incidents, The Media Trust’s Malware Team has detected and helped terminate mobile redirects containing malicious code; but at this time malware is not a widespread problem in mobile redirects. Eventually, as malware providers become more proficient at exploiting mobile operating systems and specific device types, the Company’s Malware Team predicts the insertion of malicious code into mobile redirects will become commonplace.  Subsequently, it’s critical to adopt the technology needed to protect mobile websites, apps and ad tags from mobile redirects now.

Today, most threats—like with mobile redirects—spread via third-party access to websites, which places them beyond IT’s direct control, so to focus solely on firewalls and protecting one’s own content is insufficient. Furthermore, while traditional security methods will eventually detect mobile redirects, their long lag times between detection and resolution cannot prevent the user experience, revenues and, ultimately, the website’s brand from being negatively impacted. Constant, 24/7 monitoring of websites relying on third-party code is the only means to minimize, mitigate and prevent not just mobile redirects, but also malware, site performance issues and data  leakage, which leads to privacy violations and the unauthorized monetization of a website’s audience data by a third party.

Shiny Ads and The Media Trust Partner to Further Automate the Direct Ad Buying Process

Combined solution helps top publishers efficiently protect against malvertising.

Shiny Ads, a premium advertising technology company, and The Media Trust, the leading provider of automated monitoring and transparency solutions, today announced a partnership that integrates Media Scanner into the Shiny Ads platform to automate the process of scanning new ad creative.

Typically, a publisher needs to manually test all advertising creative for malware and other potentially dangerous issues but now, Shiny Ads will automatically notify The Media Trust when there is new creative to be validated and the publisher is alerted if an issue is found. This approach adds additional efficiencies to the premium advertising process including saving time from doing manual quality assurance and also avoiding monetary loss if a malicious ad is displayed on the publisher site. Top media companies such as 24/7 Media are already realizing the benefits of this joint offering.

"Shiny Ads and The Media Trust have each brought many benefits to our direct advertising initiatives at 24/7 Media," said Rob Schneider, Senior Vice President, Corporate Strategy and Platform Development, 24/7 Media. "The combined functionality allows us to take direct advertising orders in a completely automated manner, thus reducing our costs tremendously."

The end-to-end Shiny Ads programmatic direct platform increases efficiencies for publishers and advertisers by streamlining the process of buying and selling guaranteed inventory. Through direct integration into publishers’ ad servers, the programmatic direct platform automates the entire ad buying process to speed time-to-market and decrease costs while generating net new revenues.

"Shiny Ads is always looking for like-minded ad-tech companies that work exclusively with direct sold inventory so we can offer more value to our common top tier publishers," said Roy Pereira, Founder and CEO of Shiny Ads. "This integration demonstrates how we are once again leading the industry by introducing innovations that make the direct ad buying process more efficient. We are proud to be partnering with The Media Trust so our customers can realize additional benefits."

The Media Trust’s Media Scanner services provide creative quality assurance, malware detection and data security. By working with hundreds of companies across the entire desktop and mobile ad ecosystems The Media Trust has developed the world’s largest malvertising monitoring network.

"While our customers understand the need to scan their creative for potential issues, they have always wanted the process to be automated," said Alex Calic, Chief Revenue Office of The Media Trust. "With the automated Shiny Ads platform, our common publisher customers will now have their ad tags automatically scanned and paused in real-time if there is an issue, adding new efficiencies to the direct ad sales process."

About The Media Trust

The Media Trust provides client-side automation and monitoring services for online and mobile ad ops organizations across the entire advertising technology ecosystem. Our ad creative quality assurance, audience tracking transparency and malvertising monitoring services are used by hundreds of clients across the entire desktop and mobile ad ecosystems including over half of comScore’s top 20 Media Metrix Multi-Platform properties. Please visit to learn more.

About Shiny Ads

Shiny Ads provides an end-to-end programmatic direct advertising platform that automates the buying and selling of premium guaranteed inventory to decrease costs and speed time-to-market. The white-label Shiny Ads platform is integrated with the most industry-leading ad servers so publishers can guarantee impressions and control pricing and packaging to generate net new revenue. At the same time, it enables agencies and advertisers to purchase guaranteed inventory more efficiently on brand safe sites. The award-winning Shiny Ads works with leading publishers, including AdWeek, Business Insider, CBS Interactive, Internet Brands, and others. Visit


Mobile Verification & Screenshot Automation

The Media Trust (TMT) understands the complexities faced by ad operation teams in verifying display advertising campaigns, and with internet traffic shifting from PCs to smartphones and tablets, TMT has followed suit enabling our verification and screenshot automation services for mobile devices.  Our flagship service, Media Verifier, supports almost any type of ad creative verification across mobile publisher websites, search result pages, and mobile applications for Android and iOS devices.

Clients already leveraging this service include:


TMT tracks campaigns targeted by behavior, device type, geography, or wireless carrier.  Our product integrates directly into the most widely used ad management and serving platforms including ADTech, Atlas, DFA, DFP, Mocean, OAS, and OpenX.  


- Creative Quality Assurance

- Mobile Malvertising

- Mobile app and web campaign verification/screenshot automation

Please contact us for more information or to run a test campaign.  


Improved Data Protection and Monetization

The Media Trust (TMT) has added two new features for the TMT Data Transparency service designed to help you better manage and enforce you and your partner’s Data Protection policies.

Cookie Research and Management

TMT has improved your ability to monitor and stop potential data leakage taking place by providing deeper categorization and control over the cookies that are appearing on your ad tags and sites.

TMT will now partner with you and the vendors appearing on your ad tags and sites in order to determine the purpose of every cookie that is being utilized.  A customized Approved /Rejected cookies list can be set up so that you are alerted when cookies not approved are detected. These violations can then easily be sent to your upstream partners so that the issue can be managed quickly and efficiently.

Advanced Domain Classification

TMT is introducing over 20 new domain classifications in order to provide better understanding of the purpose of the domains appearing on your ad tags and sites.  The new classifications include Social Networks, Blogs, Retargeters, Viewability, Privacy, Ad Exchanges, Data Aggregators/ Providers, and more.  The new classifications will be included in the weekly reports and on a new screen in the TMT interface that easily shows you all of the domains within each classification that are currently present on your ad tags and sites.

Our team will be reaching out to all Data Transparency clients in the coming week to set up a walkthrough of the new features. If you are currently not a Data Transparency client and would like a demonstration of the service or have any questions, please email us at