DoubleVerify is the latest to give marketers a way to ensure brand safety in apps, but the industry still has its work cut out for it

Measurement and verification firm DoubleVerify is making it easier for brands to protect themselves against brand safety snafus in mobile apps.

Big brands including Bank of America and JPMorgan Chase have taken steps to avoid their ads appearing next to objectionable content on the web, but the mobile app landscape still remains the wild west.The internet is such a mess that brands are hiring executives to make sure their ads don't end up next to objectionable content

"We have layered on the same controls we offer to brands in the web environment in the mobile app space through the classification of mobile apps," Matt McLaughlin, COO of DoubleVerify, told Business Insider.Ad fraud is eating into an increasing share of ad dollars, with click farms, botnets, and domain spoofing infiltrating everything from websites and video to over-the-top devices and mobile apps.

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