In this video interview with Beet.TV, PubMatic business development SVP Paulina Klimenko summarizes PubMatic's Q2 QMI : But Klimenko also says mobile ad spending is being held back by another trio of factors: Klimenko says the mobile web behaves a lot like the desktop environment, and users can enjoy the protections afford by Ads.txt, the technology which publishers can use to control who gets to sell their inventory, but apps still lack an equivalent mechanism. Klimenko says PubMatic is working with the IAB to develop such a framework for apps, too. This video is part of a series produced at DMEXCO 2018 in Cologne titled: "Finding Success in a Time of Transformation." It is is presented by PubMatic. For segments from the series, please visit this page.