Both publishers and advertisers use the ad verification process to protect their reputation and quality traffic.

Topics : 

1. What is Ad Verification
2. Why ad verification is important?
3. How does ad verification work?
4. What kind of areas are checked in the ad verification process?
5. The benefits of ad verification

What Is Ad Verification?

Ad Verification: It is the process of checking the ad that has been placed on the correct website, and correct location, along with the correct context, and is displayed to the correct audiences. The ad verification process helps advertisers to know whether their ads are showing effectively per their requirements. Using this ad verification process, advertisers can save their brand reputation.

Publishers also use this ad verification process to show ads that do not affect the website’s reputation and quality.

Why ad verification is important?

Ad verification is important in digital advertising for the below reasons, 

For advertisers, it helps to ensure that their ads are being delivered effectively and reaching the right audience. 

The ad verification process helps the brands to protect their brand reputation by not showing the advertisement in inappropriate places or along with content that could affect the brand reputation. 

What Is #AdVerification? Why Is It Important?

Ad verification process is an important part of the digital advertising process ensuring that the ads are showing on the right website, right places, and in the right context, etc

read more : https://t.co/ZtGkE0wPN0#ads

— Sri Marketing Strategy (@DigiAdvCourse) October 6, 2023

Publishers and Website owners also use ad verification. It helps them to not show inappropriate or low-quality or porn-type ads on their sites. 

In recent years, many complaints raised about the effectiveness of the digital advertising industry. By using ad verification methods, fraudulent activities and quality issues are reduced in this industry.

How does ad verification work?

Mostly, advertisers use ad verification methods to check whether their ads are showing in the desired places. Here is the ad verification workflow, 

> Advertisers should append the ad verification vendor’s code with the ad tag where they uploaded their ad 

> When a user loads the website page, an ad request is sent to various DSP, SSP, Ad Networks, and Ad Exchanges 

> As we knew, the auction will happen in real-time.

> The winner information send to the DSP

> DSP sends the ad verification code appended ad tag to the browser

> Browser loads the ad verification tag appended ad tag

> During this time, the ad verification tag collects the information and sends it to the ad verification vendor’s server 

> Ad verification vendor shares the report with the advertiser

Based on the ad verification vendor’s report, advertisers can understand how their ad is delivered in real-time. Also, they can take the required action for future campaigns.

What kind of areas are checked in the ad verification process?

Advertisers are using the ad verification process to ensure that their ads are showing as per their campaign setting. Normally, the ad verification process is done on the following important areas. 

Geo-Targeting : 

Based on IP address, it verifies the geo location of the user. 

Site Context: 

It checks the relevance of the website content. The ad should be placed along with content relevant content to create more impact. 

Competitive Analysis 

It checks whether this ad is displayed next to any competitive brand’s ads. 

Viewability 

The ad verification tag collects the viewability information of the ad. Based on the collected viewability information, advertisers can know how many times their ads are viewed by users. 

Fraudulent Activity 

The ad verification process helps to detect fraudulent clicks and impressions traffic. Various forms of fraudulent activities are there. For example, Invisible Ads, Hidden Ads, Impression laundering, Hijacking Impressions and Clicks, Bot Traffic, Fake Installs, Fake Traffic, and etc.

Top ad verification vendors list

Ad verification is a tough process and it needs more technological advancement to succeed in this field. Many ad verification vendors are available now, here is the list for your reference.

Integral Ad Science (IAS) 

Moat (acquired by Oracle)

Confiant

The Media Trust

Fraudlogix

Forensiq (now part of Impact)

comScore

DoubleVerify

White Ops

Pixalate

The benefits of ad verification

Simple, the main benefit of ad verification is “protect the brand reputation”. Even many publishers use this ad verification method to protect their brand reputation. Publishers use ad verification methods to identify poor quality ads, violent or negative content ads, and competitive brand ads. 

There are lots of poor quality and fake publishers available in the digital advertising industry. Advertisers can only identify those publishers only by the ad verification process. In this way, advertisers can control their money wastage and use that money in a good way to promote their business. 

Reputation is ultimate for every brand. So, displaying the advertisement in the correct place is very important for the brands. Many demand side platforms by default conduct the ad verification processes. But, that is not enough for the brands.

Sridaran Baskaran

The post What is Ad Verification? How does it work? Top ad verification vendors list first appeared on Marketing Strategy.