The Programmatic Primer: Ad verification and privacy in the online advertising ecosystem

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Need to Know: Ad Verification and Privacy

  • Ad verification is a measurement to help protect an ad from fraud, errors and publishers that either don’t perform or are inappropriate for the ad content in some way.
  • There are various companies that offer measures to verify exactly where an ad was shown and whether it was seen. 'In-view' measures are now industry standard.
  • Network-provided 'white lists' and 'black lists' can produce several of the outcomes that are produced by ad verification regarding impression quality, but ad verification can add great insight as a measurement tool, and be of assistance to buying groups who want to see where they are getting good value from a publisher.
  • Ad verification is a valuable tool, but it's not foolproof; nevertheless, it's better than nothing when set up correctly.