Quality You Can Trust: Inside InMobi’s Framework for Ad Quality and Inventory Quality

We’ve all seen ads that make us pause, sometimes in delight and sometimes in doubt. Users expect ads to be relevant, respectful, and engaging. In digital advertising, where trust is currency, a single poor ad experience can erode trust faster than any campaign can rebuild it. As an industry, we owe it to our customers and audiences to make trust the standard, not the exception.

At InMobi, we’re committed to delivering high-quality ad experiences that uphold trust across the mobile advertising ecosystem. We see ad quality (AQ) and inventory quality (IQ) not as checklists, but as the foundation of ad experiences that respect and protect brands, publishers, and users alike.

Ad Quality and Inventory Quality Go Hand in Hand

We treat AQ and IQ as two sides of the same coin. AQ ensures we deliver meaningful, high-quality ads with minimal disruption to users, while IQ ensures those ads appear in trusted, brand-safe, and fraud-free environments. Strong inventory quality powers strong ad quality, and together they come to life at InMobi through the partnerships, teams, and safeguards we’ve built. 

The Pillars of Our Quality Framework

1. Trusted Industry Partnerships and Certifications

We’ve built partnerships, certifications, and practices to uphold the highest industry standards. We partner with GeoEdge for creative scanning, HUMAN and DoubleVerify (DV) for invalid traffic (IVT) detection, and Integral Ad Science (IAS), DV, and HUMAN for post-bid brand safety.

We’re certified by the Trustworthy Accountability Group (TAG) for Brand Safety, are fully compliant with the Open Measurement SDK (OMSDK) and are active members of TAG and The HUMAN Collective. We’ve also supported and implemented all key industry standards, such as app-ads.txt, ads.txt, sellers.json, and schain, since their inception.

2. Always-On, Built-In Checks

Our systems work continuously, ensuring quality isn’t just maintained, but actively enforced. Every app and website we onboard onto our exchange undergoes automated inventory checks. We have internal systems to aid the detection of app ratings. We move apps and websites with missing details or those that fail the checks to the pending flow or directly flag them. 

Our systems also constantly monitor traffic and demand-side partner behavior to prevent malicious activity. We block demand-side platforms (DSPs) that show signs of non-compliance, dissociate with partners that fail to take corrective action, and permanently block repeat offenders. 

3. Trust & Safety, Powered by People

Maintaining high standards of ad quality and inventory quality doesn’t come from technology alone, but from people, too. Our Trust & Safety team reviews problematic creatives daily, ensuring that every decision aligns with our policies and ethics, and broader industry standards.

We maintain a robust publisher onboarding and review process. If an app or website is flagged or is pending approval, we reinstate it only after the publisher provides the required details and our Support team verifies them. These internal processes have been certified by TAG as a part of the Brand Safety certification.

This balance of technology and human supervision ensures we stay both proactive and systemic in how we manage quality.

4. Transparency and Control in Publisher Hands

We believe publishers should always have control over their inventory to maintain ad quality while optimizing performance. Through InMobi’s customer interface, publishers can restrict ads based on editorial content, block advertisers and competitors by domain, categories, or app bundles, and directly monitor the status of their app-ads.txt and ads.txt files.

Shaping the Future: Making Ads Matter, More Than Ever

Ad quality and inventory quality have long been at the core of what we do, built on strong teams, partnerships, safeguards, and controls. As we move forward, we’re reimagining quality with AI at the center, keeping publishers, brands, and end-users in mind. Every ad on InMobi’s platform now passes through a real-time AI quality layer that evaluates creatives, landing pages, and supply paths before an impression is served.

This allows InMobi to detect and prevent blank ads, fraud, policy violations, latency issues, and user-experience disruptions with far greater precision. This AI-first approach helps brands and publishers trust that each impression delivered through InMobi meets consistent quality and policy standards.

But our work doesn’t stop there. Constantly evolving the end ad experience is just as essential for maintaining quality. Our focus remains unchanged: to make ads more engaging and impactful for everyone in the ecosystem.