Observed Signal · Aug 24, 2026 · Partnership · Source: PocketGamer.biz · Impact: 3/5 · Sentiment: Positive
Publishers Push for Publisher Coalition at MAU Vegas
At MAU Vegas 2026, Charlie Castell, founder and CEO of PubRev+, outlined 'Steps to Recovery' urging publishers to organise after pressures from deteriorating ad quality, opaque invalid traffic (IVT) verification, vendor‑funded broken fixes, and unilateral standards that penalise supply. He proposed a Publisher Coalition—uniting publishers, SSPs and industry bodies including the IAB—to secure a formal supply‑side seat when standards are written, push for independent IVT monitoring and transparent data, back open‑source tools such as BidOn, and develop fairer, enforceable verification frameworks. The piece warns that worsening ad quality harms mobile game retention and monetisation and urges publishers to sign pledges, reclaim leverage over where inventory is sold, and demand coordinated, transparent industry solutions. He specifically called on the IAB to coordinate responses and stressed independent verification so publishers are not unfairly penalised by opaque metrics.
Publisher-led effort to influence IVT standards, transparency and verification could materially affect supply-side governance, ad quality and mobile game monetisation; moderate industry impact but not a major platform policy change.
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Key Takeaways & Evidence Grounding
- Charlie Castell (founder & CEO, PubRev+) presented 'Steps to Recovery' and proposed a Publisher Coalition at MAU Vegas 2026.
- Publishers face four problems: declining ad quality, opaque IVT verification, vendor‑funded broken solutions/conflicted demand-side interests, and unilateral standards that penalise supply without recourse.
- The Publisher Coalition would unite publishers, SSPs and industry bodies (including the IAB) to secure a formal supply‑side seat when standards are written.
- Calls include independent IVT monitoring, fairer and enforceable verification frameworks, backing open-source tools like BidOn, and greater transparency.
- The article warns declining ad quality harms mobile game retention and monetisation and urges publishers to organise, sign pledges, demand transparent data, and reclaim leverage over inventory sales.
Connected Companies & Entities
2 Entities mapped“This includes working with independent organisations to have a real voice when standards are being written, calling on the IAB to coordinate...”
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