Treasure of Online Ad Operations: February 2011

DoubleVerify
What is Ad Verification?
Online advertising verification (def.) – A system that ensures every ad impression is a quality impression, every impression is compliant, and every ad was served and displayed exactly as intended.

On average, 31% of online advertising campaign impressions are non-compliant. Ads appear below-the-fold but are inaccurately reported as above-the-fold. Ads are displayed on international websites that advertisers are not targeting. Rogue players place ads on sites next to pornographic images. Or, sometimes, ads don’t appear at all.

Billions of ad impressions are served each day – shuffled from network to network, publisher to publisher. Uncertainty runs rampant.

Additional compliance, transparency, and accountability will drive more advertisers and ad dollars online – benefiting all constituents.

We work with advertisers, publishers, networks, agencies, exchanges and DSPs to ensure inventory is always compliant and every impression is quality. For more information on DoubleVerify http://www.doubleverify.com/

AdSafe
AdSafe is committed to improving the safety, efficiency and effectiveness of the online advertising ecosystem with the goal of growing the size and strategic importance of the entire industry. To that end, AdSafe respects the role and value each member of the industry provides and believes it is essential to preserve the livelihoods of Brands, Agencies, Ad-Networks and Publishes alike. AdSafe respects the existing individual relationships between constituents in the ecosystem and will never maliciously compromise relationships between partners. AdSafe believes that through a standardized and impartial industry certification platform with supporting rating enforcement technology, the online advertising industry will be elevated to the primary marketing communications channel. For more information on AdSafe Media http://www.adsafemedia.com/

Better Advertising
Interest-based, or “behavioral” advertising is shrouded in so much hype, misinformation and spin, it’s only natural that it gives people, brands and government reason for pause. Better Advertising was created to clear up the noise and confusion, and enable a more trusted environment for everyone in the online ecosystem.

Selected by the Digital Advertising Alliance to power its interest-based advertising self-regulatory program, Better Advertising™ enables a more trusted environment for everyone in the online ecosystem. It gives businesses an easy, standard method to provide evidence of compliance with industry guidelines and provide consumers with more transparency into, and control over the interest-based advertising (IBA) they receive. By empowering consumers and earning their trust, businesses build their brands, participate in IBA with confidence and generate better advertising results. For more information on Better Advertising http://www.adsafemedia.com/

AdXpose
AdXpose developed by Mpire Corporation, is the first and only transparent, page-level campaign verification and optimization technology in the online display advertising market. Originally created in 2007 in order to provide visibility into our own AdXpose® Media Practice, AdXpose® was made commercially available to advertisers in early 2009. For more information on AdXpose http://www.adxpose.com/home.page

Adometry
Adometry promotes transparency in both ad verification and ad tag monitoring. We provide services our Network Integrity Program to help you improve and demonstrate the quality of your inventory and to prepare for the IAB’s Networks & Exchanges Quality Guidelines. We also believe that transparency should apply to both buyers and sellers, so we offer TagScan, a service the gives publishers visibility into what trackers are included in ad tags, what they are collecting, and how they impact page and ad load times.

You’ll find working with Adometry a refreshing experience compared to working with most ad verification vendors. By establishing trust and transparency in the display ad marketplace, we can work with you to expand the online display ad pie for everyone. For more information on Adometry http://www.adometry.com/

2.16.2011

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