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Ad Verification Technique a Value chain for Media Planners and Buyers

Ad Verification Technique a Value chain for Media Planners and Buyers

Ad Verification Technique  aims to provide advertisers and agencies with a unified platform that supports the entire
online digital advertising value chain. With a unified platform, clients can easily optimize, tailor, measure and
compare all elements of their campaigns using a common language and interface.

Third-party ad verification providers arose as a new category in the ecosystem over the last few years to help advertisers and agencies to:
• Protect their brands, by ensuring all ads are placed next to appropriate content
• Validate that online ads are served to the intended audiences, according to the terms of the
media insertion order.

But as with any emerging market, the need for standards and guidelines became apparent and so the Internet Advertising Bureau (IAB) took the lead on publishing guidelines in early 2012 in collaboration with the Media Rating Council (MRC). In the document, they defined ad verification as “a process which attempts to verify that one or more attributes of a served online ad have been executed in a manner consistent with the terms specified by the advertiser or agency.

For an advertiser, any report of an impression being served on an undesirable page would be alarming. Yet one third-party verification service recently claimed that up to 56% of online advertising is served in inappropriate placements. 

To confirm the true extent of inappropriate placements, the industry needs better transparency and more universally accepted metrics. The IAB guidelines are a step in the right direction and we have supported that effort by contributing feedback during the process.

A developing ecosystem requires industry-wide definitions, standards, and thresholds for acceptable performance in order to thrive. This white paper seeks to further the discussion around ad verification by examining these issues.

The Benefits of Verification within the Ad Server

Including ad verification as a feature within the ad server presents certain advantages and opportunities for advertisers. For one thing, it eliminates the inefficiency of having to go through yet another system, another vendor, to accomplish a task that should be a natural part of the ad serving workflow. Streamlining ad operations is something that we at DoubleClick are committed to and we see providing verification features as fundamental to that effort.

The ad server generates more complete and detailed information, and mitigates the risk of data leakage (impressions and interactions missed due to browser events on the user’s side). Your team benefits from a single login and a consistent interface to manage all aspects of your online campaigns. And more detailed reports give you better insights to help optimize your campaigns.

Campaign Manager 360 offer in house Ad Verification system and below are few points that acts as a merit over and Third Party Verification Like MOAT and IAS, DoubleVerify.

Verification within the
DoubleClick Ad Server
Third-party
Verification Services
Efficiency Tags already in place.
No extra trafficking effort.
Extra tag added to every creative.
Added trafficking effort.
Workflow Accessed through all-in-one interface with no
impact on workflow.
Requires logging into new system with
different interface and learning curve or
getting reports by email.
Slows down processing and reporting
Measurement Most complete impression coverage.
Domain- and URL-level transparency
generates complete, accurate data.
Easier reconciliation with partners.
Single-source geo data for best results.
Less chance of complete impression
coverage.
Inconsistent standards between systems can
undermine impression count accuracy.
Extra tags risk bad redirects.
Tag errors lead to inconsistent numbers.
Multiple sources for geo data introduce
discrepancies.
Campaign Performance No drop-off from extra tags or latency.
Integrated interface yields better insights that
support superior campaign performance.
Inventory is pre-verified against your
blacklist across DoubleClick platform.
Extra tags can add page load latency and
increase drop-off rates.
Reactive ad blocking can disrupt user
experience.
Added costs can lower ROI
Seamless
integration
Seamless links to other tools for remarketing,
bid optimization, and better attribution that
streamline workflow and boost performance.
Limited integration with other tools.

 

Note: Please refer to my MOAT, IAS and Double Verify Blog to check on more granularity that will help you select the right Ad Verification system for your client or any upcoming campaign.

 

Verification Services Lines Defined by IAB

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