Explainer: Ad Verification

 

What Is It: Ad verification is protection against that screenshot of your brand where it shouldn’t be — next to some unsavory or simply poorly executed content. It is also the undercover agent sniffing around for invalid pages or surveilling via page scraping the usually non-transparent inventory of ad exchanges and ad networks to uncover ad buys that might not meet the optimization standards of the advertiser, or, in a worse case scenario, foster click fraud.

Why It Matters: Brands need to be certain that advertising dollars are well-spent, but they also need to make sure that their brand is safe from unwanted content associations, potential consumer privacy conflicts and lousy website UI that may shove ads to the bottom of the page. Ad verification also enhanced geo-targeting, by permitting advertisers to learn how many viewers in a specific location saw their ad and how many times it was viewed.
Who Is Using It: AdXpose, DoubleVerify and Truste are some leading ad verification networks that work with major brands. Major digital agencies use them and networks certify their inventory with the providers.
Assessment: Knowing the origin of clicks as well as the content that an ad appears beside when dealing with major ad exchanges is essential. Marketers need very tool available to optimize ad spend, but ad verification is more crucial than most in an era when privacy legislation makes ad inventory choices more weighty than an unfortunate placement of a display next to a bit of raunch. The ad verification industry is growing rapidly for a reason. Major brands are employing them as an insurance against industry-wide uncertainty around privacy, and the changing forms of the ad exchanges, which have not been famous for transparency. Even if the chicken littles of the industry aren’t right and privacy laws don’t destroy the industry, a little extra security can’t hurt.
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