The Publisher Coalition is an independent organization working to ensure publishers have a real stake in how advertising standards, verification frameworks, and industry policy are developed.
Publishers are expected to comply with verification frameworks and ad-quality standards while having limited visibility into the data used to judge their inventory.
When enforcement decisions are unclear or impossible to challenge, responsibility sits with the supply side while influence remains elsewhere. The coalition exists to organize publisher input before standards are written, enforced, or revised.
Support independent IVT and ad-quality monitoring that is not shaped by commercial incentives in the verification market. Publishers should be able to trust that reviews are evidence-led, consistent, and open to meaningful scrutiny.
Give publishers clearer access to the data, reasoning, and processes behind enforcement decisions that affect their inventory. That means understandable evidence and a fair route to question decisions when inventory or revenue is affected.
Ensure publisher perspectives are present when mobile advertising standards, ad-quality rules, and policy frameworks are developed. Publishers need a lasting voice in the decisions they will ultimately be expected to follow.
Promote industry-wide ad-quality frameworks that protect players and publishers from intrusive formats and lower-quality creative. Publishers should have a voice in the standards that affect user experience, retention, and the trust they have built with their audiences.
Technology, verification, and monetization practices are changing quickly. Without publisher involvement, the standards that shape mobile advertising risk becoming more complex, more opaque, and harder to contest.
The initiative follows Charlie Castell's "Steps to Recovery" session at MAU Vegas 2026 and the industry conversations that followed.
The Publisher Coalition is designed to bring the supply side into standards discussions with structure, consistency and public accountability.
Jul 9, 2026
For years, publishers have been expected to follow rules they had little or no role in creating. From verification standards and invalid traffic (IVT) monitoring to ad quality frameworks and compliance requirements, many of the decisions that shape how publishers operate have traditionally been made elsewhere. The result is an ecosystem where publishers often carry the greatest responsibility, absorb the greatest risk, and yet have the smallest voice. That is the challenge the Publisher...
Read updateCharlie Castell is CEO of PubRev+ and Founder of The Publisher Coalition. His background includes building publisher-first advertising technology and working across the pressures publishers face in mobile advertising.
Read Charlie's profile
Founder of the Publisher Coalition
Co-Founder & CEO, PubRev+The coalition is open to publishers of all sizes, SSPs, DSPs, IVT verification companies, independent adtech companies and industry bodies committed to more accountable mobile advertising standards. Brands, agencies and mobile game developers with a stake in ad quality may also take part in the discussion.
It means IVT and ad-quality verification should be overseen by a body that is free from commercial bias, with transparent evidence and a fair process for publishers when inventory is flagged.
The coalition intends to engage the IAB on industry initiatives, committee participation and a more permanent role for publisher input in mobile advertising standards.
Register your interest through the form below or contact Charlie Castell directly to discuss participation, working priorities or partnership opportunities.
Publishers, SSPs, DSPs, IVT verification companies, agencies and industry bodies can use the form to register interest or discuss participation.