Mobsta named best media owner to work with

In the survey, which details which media owners deliver the highest levels of service and which have shown a commitment to continually improving their digital standards, 92.3% of respondents said that their overall experience of working with Mobsta was a good one, achieving the highest overall score since November 2022. Mobsta was closely followed by Reddit on 90.9%.

While Mobsta led overall and among Ad Networks/Exchanges, DSP and Sales Houses, Reddit was top among Online Pure Plays and Mail Metro Media was the best-performing Crossover Media Owner.

Other key findings:

• Eight other media owners had an overall score of 80% or above: Blis (87.5%), Mail Metro Media (86.2%), Pinterest (85.9%), MiQ (85.0%), GumGum (82.8%), Quantcast (81.8%), Acast (81.6%) and Future Publishing (81.3%).
• In addition to leading the overall ranking, Mobsta was named best for ‘Understanding of client strategies and objectives’, ‘Quality of response to brief’, ‘Understanding of own products’ and ‘Ease of sales force contact’.
• Mail Metro Media led five individual categories (‘Regularity of constructive sales force contact’, ‘Engendering a real sense of agency/media owner partnership’, ‘Understanding of the context the agency operates in and supporting achievement of objectives’, ‘Demonstration of how cross-media opportunities can be exploited’ and ‘Communication of direct contact with clients’).
• GumGum topped two rankings (‘Professionalism in dealing with dispute resolution’ and ‘Proactive communication of new opportunities’) while Blis was best for ‘Delivery of innovative, creative solutions’.
• Global was the most broadly improved media owner with increases of 10 percentage points or more across eight different categories, while Mail Metro Media improved by the same margin across seven rankings.

Says Amy Lawrence, Digital Partner, EssenceMediacom & Chair of the IPA Digital Marketing Group: "I’m delighted to see such high standards in the Autumn 2024 IPA Digital Media Owners Survey, which continues to help agencies understand which digital media owners are providing a consistently excellent service and are committed to working together effectively. A particular mention must go to Mobsta for topping the Survey for the first time. Congratulations on your remarkable success."

The IPA Digital Media Owner Survey is released twice a year, in spring and autumn. Every January, agency members of the IPA Digital Media Group are asked to provide a list of their top trading partners from the previous year – no sensitive revenue data is shared. These individual lists are then aggregated to form a survey of the top 25 media owners for both the Spring and Autumn surveys of that year. Each year there is a degree of churn in which vendors appear on the questionnaire and others, therefore, drop off. Featuring on the survey questionnaire is therefore a factor of scale, especially relative scale, rather than service levels.