Lack of Publisher Representation
For too long, publishers have operated under standards created without their input.
An Initiative by PubRev+
The Publisher Coalition
A publisher-led initiative bringing transparency, accountability and independent standards back to the mobile advertising ecosystem.
We're giving publishers a real voice in how the industry's rules are written, enforced and evolved.
Publisher Coalition Publisher voice in industry standards
Publishers Representation
Verification Transparency
SSPs & DSPs Accountability
Industry Reform Healthier ecosystem
The Problem
Giving Publishers Their Seat at the Table
For too long, publishers have operated under standards created without their input. Verification frameworks are often controlled by organisations with commercial interests, while publishers carry the responsibility without transparency or meaningful representation.
The Publisher Coalition exists to change that.
Opaque Verification
Publishers are expected to comply, absorb the costs, and take the penalties when things go wrong, with no right of appeal.
Commercial Conflicts
Verification frameworks are run by companies with commercial interests in the outcomes they produce.
Need for Collective Action
The Publisher Coalition gives publishers the infrastructure to act together and have a real say in how the rules are written.
Our Mission
What the Coalition Aims to Achieve
The coalition brings together publishers, SSPs, and industry bodies, including the IAB, around a shared set of goals.
Independent IVT Monitoring
Create a truly independent verification framework free from commercial bias.
Ad Quality Standards
Develop industry-wide standards that improve user experience while protecting publishers.
Fair Verification Frameworks
Build verification processes with publishers involved from the very beginning.
Transparency & Accountability
Ensure publishers understand exactly how inventory is measured and evaluated.
Collective Action
Create infrastructure that allows publishers to influence the future of mobile advertising.
IAB Engagement
Work directly with industry bodies to make publisher advocacy part of future standards.
Why Now
Why Now?
The mobile advertising industry is reaching a critical turning point. Technology is advancing faster than the frameworks designed to govern it, leaving publishers increasingly exposed to opaque systems and inconsistent enforcement.
Following Charlie Castell's presentation at MAU Vegas 2026, conversations across the industry have reinforced one message: publishers are ready for meaningful change.
Growing Industry Concern
MAU Vegas 2026
Steps to Recovery
Publisher Coalition
Industry Reform
How It Works
Building a Fairer Supply Chain
The coalition sits between publishers and the wider advertising ecosystem, creating a structured way for the supply side to shape standards rather than simply react to them.
Publishers Publisher Coalition SSPs DSPs Agencies Brands Industry Bodies Healthier Mobile Advertising Ecosystem
Who It's For
Built For The Entire Ecosystem
The coalition is open to the organisations that want fairer, more transparent standards in mobile advertising.
Publishers
Publishers of all sizes who want fairer, more transparent standards.
SSPs
Supply-side platforms committed to accountability across the mobile advertising ecosystem.
Independent AdTech Companies
Technology partners working to create better, less biased industry frameworks.
Industry Bodies
Organisations helping coordinate standards, committees, and long-term industry reform.
Brands & Agencies
Demand-side stakeholders who benefit from a healthier, more accountable supply chain.
Mobile Game Developers
Developers and studios whose user experience depends on better ad quality.
Current Members
Founding Members Coming Soon
Placeholder member profiles for the coalition's founding network.
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Join the Coalition
About the Founder
Created by PubRev+
The Publisher Coalition was founded by Charlie Castell, Co-Founder and CEO of PubRev+. Drawing on years of experience building publisher-first advertising technology, the Coalition reflects PubRev+'s commitment to creating a fairer, more transparent future for mobile advertising.
Charlie Castell
Founder of the Publisher Coalition Co-Founder & CEO, PubRev+Building publisher-first advertising technology for over a decade.
“Publishers deserve a real voice in how the standards that govern their business are written.”
What We Believe
What We Believe
Publisher First
Standards should include publisher representation.
Independent Verification
Verification should be transparent and free from commercial influence.
Transparency
Publishers deserve access to the data used to assess them.
Collaboration
The future of mobile advertising depends on collective action.
Resources
FAQs
Quick answers for publishers and partners exploring The Publisher Coalition.
What is the Publisher Coalition?
The Publisher Coalition is a publisher-led industry initiative founded by PubRev+. Its mission is to give publishers and the wider supply side a meaningful voice in how mobile advertising standards are created, enforced, and evolved.
Why was the Publisher Coalition created?
For too long, publishers have been expected to comply with standards and verification frameworks they had little role in creating. The coalition exists to ensure publishers have representation, greater transparency, and a seat at the table when industry standards are developed.
What does the Publisher Coalition aim to achieve?
The coalition focuses on six core objectives: establishing independent IVT monitoring and verification; improving ad quality standards across the industry; creating fairer verification frameworks with publisher input; increasing transparency and accountability throughout the supply chain; enabling collective action between publishers; and working closely with the IAB to ensure publisher representation in industry standards.
What is independent IVT monitoring?
The coalition advocates for a truly independent body to oversee IVT (Invalid Traffic) monitoring and ad quality verification, free from commercial bias. This would provide publishers with greater transparency and a fair process when inventory is flagged or penalised.
How will the coalition improve ad quality?
By promoting industry-wide ad quality standards that protect the user experience, reduce churn, and build trust between publishers, advertisers, developers, and users.
Why is transparency so important?
Publishers should understand how their inventory is monitored and have access to the data behind enforcement decisions. The coalition supports greater transparency from SSPs, DSPs, and verification providers, along with fair processes for challenging incorrect decisions.
Help Shape the Future of Mobile Advertising
Whether you're a publisher, SSP, adtech company or industry organisation, we'd love to hear from you. Become part of the movement creating fairer standards for the entire ecosystem.