Key Points

  • According to Jounce's data, 30% of mobile app video bid requests in apps without instream capabilities are falsely labeled as instream inventory
  • Their research reveals that misrepresented video inventory is pervasive across the supply chain, with 391 sell-side ad tech companies serving as offenders
  • The report identifies only 8 ad tech platforms, including major players like AppLovin and Index Exchange, who maintain fully accurate video signaling
  • Jounce's analysis shows instream video commands a 70% premium over non-instream, creating perverse incentives for signal manipulation

The Great Mobile App Video Masquerade: What's Really Going On

Remember that time you ordered a filet mignon but got served hamburger meat arranged to look fancy? That's essentially what's happening in mobile app video advertising right now, according to Jounce's October report. 

Their data pulls back the curtain on a widespread practice of misrepresenting mobile app video inventory – and spoiler alert: it's not just a few bad actors playing dress-up with their inventory.

The report's findings are crystal clear: 30% of video bid requests in apps that don't even have instream video capabilities are being labeled as instream inventory. That's like claiming your food truck is a Michelin-starred restaurant. Sure, both serve food, but let's not kid ourselves about what we're really getting.

The Supply Chain Shell Game

Here's where things get interesting (and by interesting, we mean concerning): Jounce's analysis shows this isn't just a case of confused classification. Their data reveals 391 sell-side ad tech companies serving as offenders for misrepresented video inventory. That's more middlemen than a game of telephone, and about as accurate.

The real kicker? This shell game is happening because instream video commands approximately 70% higher CPMs than non-instream video. When there's that kind of premium on the table, it's not surprising that some players are trying to pass off their inventory as something it's not. It's like slapping a designer label on a knockoff bag – except this time, it's advertisers' budgets getting knocked off.

The Eight Supply Chain Saints

In a landscape that's starting to look like the Wild West, Jounce identified eight platforms maintaining completely accurate video signaling:

  • AppLovin
  • Chartboost
  • Digital Turbine
  • Index Exchange
  • Liftoff
  • Ogury
  • Unity
  • Yieldmo

What do these platforms have in common? They're running about 96% direct supply chains. Turns out, when you cut out the middlemen, you also cut out the funny business. Who knew?

Why This Matters for Your Revenue

For publishers, this isn't just about maintaining the moral high ground (though that's nice too). This is about long-term sustainability and revenue protection. When buyers eventually catch on to misrepresented inventory – and they will – they're going to start implementing strict controls. When that happens, you want to be on the right side of the supply chain.

The report makes it clear: publishers running direct supply chains are positioning themselves for long-term success. It's like building your house on solid ground instead of that suspiciously cheap swampland that the sketchy realtor assured you was "premium waterfront property."

How Playwire's QPT Approach Makes All The Difference

While others are playing fast and loose with video signaling, Playwire's maniacal focus on Quality, Performance, and Transparency (QPT) is looking pretty smart right about now. We've always said that clean, accurate supply chains aren't just nice to have – they're essential for sustainable revenue growth.

Here's how our QPT initiative tackles the exact challenges highlighted in Jounce's report:

  • Quality: While others are misrepresenting inventory to chase short-term gains, we're focused on building and maintaining direct supply paths that buyers can trust. Because trust isn't just a warm fuzzy feeling – it's what keeps the revenue flowing.
  • Performance: Our platform gives publishers direct access to premium demand partners, cutting through the noise and eliminating unnecessary links in the supply chain. Think of it as your personal express lane to legitimate demand – no costume changes required.
  • Transparency: We believe in calling things what they are. Instream video is instream video, interstitial is interstitial, and publishers deserve partners who won't play games with their inventory.

Looking to protect your revenue with a partner who keeps it real? Let's talk about how Playwire's approach to clean supply chains can help you maximize your genuine video inventory value.