Entropy can help you navigate the world of ad verification. We’ll develop with you the business case for ad verification through media efficiency savings and maximising media value.
Prior to launching Entropy Alex led the UK & Ireland Media & Marketing Services team at Unilever where he managed the Marketing Services team and was responsible for communications planning across their portfolio. Our team of specialists have diverse and market leading experience across sectors and markets.
Introduction to Ad Verification
Ad verification is a technology to ensure that an ad has appeared on intended sites and has reached the right target audience.
When referring to ad verification there are three core criteria against which media quality is closely measured: Brand Safety, Fraud and Viewability.
With so much content online, it’s more important than ever to ensure that your ads are placed in the right environment. Understanding Brand Safety measures will help protect your brand and budgets from unsafe or wasteful content.
As digital budgets have grown, fraudsters have found ways to cheat the system and make money by taking away your ads’ opportunity to be seen by real people. Not only does this have a negative effect on the entire advertising industry, it adversely affects your bottom line.
Viewability is the concept of how visible ads are on a website or mobile app to users. More information on our approach to viewability and how you can migrate to a trading on viewability model can be found at this link.
Leveraging ad verification to maximise your media value
Ad verification is at its heart getting what you pay for with your media.
We can help you navigate the world of ad verification. With you, we’ll develop the business case for ad verification through media efficiency savings and maximising media value.
Find out here how we can help with your ad verification strategy.
Trade bodies overseeing ad verification
JICWEBS missions is to “JICWEBS oversees the independent development of Good Practice and Standards for digital ad trading.” Companies sign up to JICWEBS’ Good Practice and be certified to JICWEBS’ Standards to transparently share their business practices.
We are a firm supporter of the organisations critical role that it plays in the UK’s digital ecosystem and we’ve taken part in many JICWEBS Townhalls. You can read about Alex Tait from Entropy’s participation at one in this opinion piece in The Drum.
TAG (the Trustworthy Accountability Group) works on global level with JICWEBS on a local level to help tackle criminal activity in digital advertising in the UK market.
We’ve close relationships with TAG as it is run by ex Entropy Data’s Nick Stringer who is their Vice President, Global Engagement & Operations.
We can help you get TAG Certification as well as its Certified Against Malware and Certified Against Piracy initiatives.