ad verification

CleanTap claims that 100% of the invalid traffic it spoofed was accepted into live auctions run by programmatic platforms and was successfully bid on by advertisers.

CTV, like digital display before it, is facing fraud and mislabeled information. The prevailing advice for advertisers is to go directly to the networks and streaming platforms. However, buying direct comes with a fraud risk itself.

Can the IAB Tech Lab’s Trusted Server initiative really help restore publishers’ ownership of monetization and wrestle back control from Big Tech and walled gardens?

An Adalytics report released Friday details numerous instances of brands serving ads to known bots that appear on the IAB Tech Lab’s International Spiders and Bots list and TAG’s Data Center IP List.

WPP shares dipped to a four-year low on after posting its 2024 earnings results. Plus: How brands are courting virality.

Acquiring Scibids and Rockerbox in quick succession is about making DoubleVerify more attractive to potential customers and stickier with existing ones, DV CEO Mark Zagorski told investors.

The existing CPM model is broken. In what other industry would we accept paying full price for a product that delivers less than half of what was promised, asks Raphael Rivilla, chief media officer at Marcus Thomas.

DoubleVerify has successfully wooed numerous former Moat clients, including P&G, BlackRock, Dish Network, Charter, Dunkin’ parent company Inspire Brands, Kellogg’s and Google.

The programmatic open marketplace is designed to sustain the business models of ad tech, agencies and consultancies, rather than serving the interests of advertisers, audiences and media owners. It cannot be fixed. It must be rebuilt.

Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.

Media governance measures advertisers can put in place to navigate the complexity of brand safety and gain better control of the quality of their media spend.

Made-for-advertising (MFA) sites are roosting in reputable publishers’ subdomains. IDs are declared inconsistently. And the established third-party measurement companies are sitting on the sidelines.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hidden Talent Hollywood creatives are being crushed by studios. They suffered a blow during the writers’ and actors’ strikes last year and they’re about to lose out again due to new performance-based payment policies proposed by streamers. Once upon a time, writers, actors and […]

Integral Ad Science had a decent Q1 – especially in comparison to its direct competitor, DoubleVerify. Even so, frustration with the opacity of third-party brand safety and ad verification providers is increasingly bubbling to the surface.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Quad Media President Joshua Lowcock asks all ad tech partners for log files as a matter of course. And if a company isn’t willing to hand them over, that’s a sign it’s probably hiding something. Plus: The fallacy of scale and pondering the true role of a third-party verification partner.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. After A Fashion Criteo inked an exclusive deal with British online clothing retailer ASOS to be the ad tech pipes for its advertising business. “The ASOS vision is to become the go-to global destination for fashion-loving 20-somethings and we want to take brands […]

Historically, the technology used to deliver TV programming and advertising to viewers has evolved much faster than the ability to measure it. Now that ads don’t travel with their programming the way they did in the old days of legacy linear, the key to efficiency in cross-platform TV advertising will be measuring ads and content separately, writes Vijoy Gopalakrishnan, Chief Research Officer at iSpot.

It’s been a brutal few years for advertisers trying to drive lift while remaining sensitive to real issues and staying true to the brand. One area that has provided a respite from this noise was confidence in their measurement and verification tactics – but that sense of comfort may be coming to an end, writes Mark Zagorski, CEO of DoubleVerify.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Privacy Tech And Privacy Theater The ad industry, particularly publishers, need programmatic ways to convey signals of trust. There’s the IAB Europe’s Transparency and Consent Framework. But that was ruled illegal by the Belgian data privacy regulator and is being overhauled.  The regulators say […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. What The Future Holds Future PLC acquired entertainment news company WhatCulture and social analytics service Waive on Thursday. The acquisitions aim to improve Future’s video monetization and its ability to adapt to early trends in news and social media. Waive specializes in using machine […]

CTV is the hot new programmatic media channel, but it suffers from fraud, a lack of clear media-buying signals and a hodgepodge of approaches to measurement. The lack of standards is hampering market growth – but rather than waiting for standards to be handed down, publishers can create positive momentum with media buyers now, writes PubMatic’s Nicole Scaglione.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Don’t Hate, Verifi … cate  The newspaper company Gannett, best-known for publishing USA Today, misrepresented ads in programmatic auctions over the course of nine months until just last week. In many cases, the inaccurate ads were seemingly bound for the flagship USA Today site […]

The ad verification space is full of green fields to expand into. Case in point: 2022 immediately kicked off with an acquisition by IAS and $100 million in funding for Human. Plus, interoperability and first-party data come together in NBCU’s first-party data platform.

2021 was a scorching year for the ad fraud and verification category – and 2022 is keeping up the pace. Last year, both Integral Ad Science and DoubleVerify IPO’d and went on to acquire multiple startups apiece off the back of their multibillion-dollar market caps. Human, formerly White Ops, meanwhile, was acquired by three investment […]

If you’re not familiar with the landscape (and unsure of where exactly you want to go), it’s easy to lose your bearings when presented with information that can prolong your journey – and deplete your budget – as you trundle toward your intended destination, writes Marc Goldberg, CRO at Method Media Intelligence.

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Greg Garunov, EVP of business and strategic development at Sightly. Once upon a time, brands and agencies railed against walled gardens, and for good reason. They didn’t want Big Tech saying, “Trust us, your […]

Ad verification and measurement provider DoubleVerify is set to acquire Berlin-based ad tech company Meetrics, a deal that will help fuel the newly minted public company’s global expansion. The all-cash purchase is expected to close in the third quarter of 2021. DoubleVerify CEO Mark Zagorski declined to disclose the sale price. Meetrics was founded in […]

Ad verification and measurement provider Integral Ad Science held its first earnings call after going public just over a month ago. Revenue increased 55% to $75.1 million year-over-year. That growth was largely fueled by programmatic revenue, which jumped 94% to $31.8 million compared to the same period last year. Programmatic accounts for 42% of total Q2 revenue, as […]

The online ad tech startup Adelaide raised $2 million its first investment round from a crew of industry angel investors to build out its attention-based advertising currency, the Attention Unit [AU], as an alternative to campaigns determined primarily by viewability. Adelaide’s AU factors in the context of the ad placement and the likelihood that the […]