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Digital 101: Ad Verification Simplified

1/29/2013

4 Comments

 
The steady rise in the volume of delivered digital ads have made it increasingly difficult for agencies to verify the accurate execution of online campaigns across a growing number of purchased Publisher sites. In response, numerous companies have entered the Industry with a range of solutions to address these implementation concerns. Enter Ad Verification.

What is Ad Verification?
Ad verification is a technology service offered by Vendors to ensure that ads appear on intended sites, reach the targeted audience, and have been executed in a manner consistent with the terms of the campaign. Vendors providing this service include AdXpose, Adometry, Adsafe and Double Verify.

What does Ad Verification track?
Targeting parameters tracked thru  Ad Verification include:
  • Sites - Vendors verify that ads are not running on sites specifically excluded (blacklisted) from, or Publisher sites not provided by the agency as part the campaign.
  • Geography - Vendors verify that ads are not delivering outside of the Geo targets (Country and/or Demo) indicated on the campaign.
  • Content - Vendors verify that ads are not running against content the advertiser has labeled as inappropriate, as laid out in the campaign.

How does Ad Verification work?
Ad verification services are generally integrated into ad campaigns using some form of tracking asset (ad tags, beacons, etc.). Whenever this "tracked" ad is served on a Publisher site a decision can be made by the ad verification service to "block" the ad - prevent the ad from appearing on a page - if the page does not meet the site, geographical, or content parameters that were laid out for the campaign. The Ad Verification vendor supplies a routine report to the agency and Publisher highlighting the number of ad calls that were blocked, by parameter, providing Publishers with an opportunity to troubleshoot and/or adjust campaign set up.

What is required to implement Ad Verification?
Not much. Once an ad campaign is contracted, the Ad Verification vendor typically requires that included Publisher sites  provide  a list of all site URLS where the tracked campaign is expected to run. Depending on the implementation method, the Publisher may also need to implement a tracking pixel for the campaign.

4 Comments
Proceedinterative link
10/10/2018 01:53:30 am

Hey,
I just stumbled upon your blog post and believe me the content you have shared is what I was looking for. I wasn't aware of this thing before this blog post. I hope it will help me in near future.
Regards!

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Digital Advertising-101 link
10/10/2018 12:49:14 pm

Thank you for commenting. If you found this content helpful please Share.

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yksityisyys internetissä link
11/5/2018 02:55:38 am

I just want to let you know that I just check out your site and I find it very interesting and informative..

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Anthony link
4/19/2019 06:00:09 pm

Do major ad networks like doubleclick or google include something like this kind of verification?

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    This site is a one-stop-shop introduction for anyone interested in learning about the Digital Ad Space from a  professional with years of experience working and training others in the world of Digital Advertising.

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