State of the problem
Though described by some as a "murky media supply system" riddled with fraud, abuse and inaccuracy, programmatic display is estimated to hit another plateau in media investment this year (over $30 billion). Programmatic sells itself on efficiency, but can it prove itself to be accountable? The industry is seeking reliable new methods to affirm the accuracy of programmatic buys, including methods for validating identities, targeting segments accurately, filtering invalid traffic, eliminating fraud, and reducing the opacity and cost of the ad tech supply chain.
Over the last few years, verification has emerged as one of the biggest themes...