The Importance of Ad Verification

Ad Verification

In the past, running an advertisement used to be essential, but it was also simple. Advertisers simply picked an ad format from the few available ones, designed a campaign, placed it on one or two of the not too many websites, and suddenly there are views from the audience.

And because hackers were either not too many then or simply were not interested in stealing ads, the advertisers didn’t have to worry about having their ads hijacked.

But with the expansion of the digital world comes a myriad of problems, one of them being ad fraud. This type of fraud has become an undeniable problem significant enough to cost advertisers not just funds but also their reputation and public image.

This, in turn, has made ad verification a vital process in advertising, specifically, ad verification with residential proxies.

What Is Ad Verification?

Ad verification is the process of monitoring an ad throughout its lifecycle to ensure it meets the set contexts and is devoid of any discrepancies.

The context could be that the ad appears on the intended websites, in the correct placement, at the right time, and to the right audience.

Ad verification is also a way to check that there are no discrepancies and that the ad hasn’t been hijacked or exchanged into something fraudulent.

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This helps to avoid wastage of ad spend and brand resources while also safeguarding the reputation and safety of the publishers.

The ad verification process works as described below:

  • The ad is deployed containing verification beacons or tags inside its markup
  • The verification vendor uses these components to track the ad starting from delivery
  • The vendor first analyses to see that the ad is placed correctly
  • A report is sent to the brand or advertiser to keep them abreast of the progress
  • The vendor continues to use those tags to monitor the ad for optimal performance, ensuring it meets all the parameters set out in the ad campaign and trying to detect fraud.
  • It sends a report back to the advertiser. And this continues until the ad runs its course.

Ad Fraud and Its Implications on Businesses

Ad fraud is a technique used to commit a scam on a running ad. Online scammers often initiate it with different goals. The overall goals are to generate fake clicks, impressions, conversions, and even data events.

They do this using fake accounts and bots in a bid to attract advertisers. Unsuspecting advertisers may pay these “publishers” some vast amounts to place their ads on the websites. But these ads are guaranteed never to reach the target audience.

Ad fraud involves scammers faking heavy traffic to fake websites and advertisers losing their funds and even reputations.

Below are some of the known implications that ad fraud can imprint on a legitimate digital brand:

  • Loss of Resources

Advertising requires serious funding to be successful. And when a brand sets apart a massive amount of money to get its products and services out to its target audience, it can lose that money when it unknowingly gets involved with ad fraudsters.

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But money isn’t the only thing that is lost during ad fraud. Advertising also takes time and effort to craft a fitting campaign. All these are lost when ad fraud occurs.

  • Loss of Corporate Data

Sometimes, the target of these fraudsters isn’t the company’s money but the sensitive data they can grab when they work together. This data could be the corporate business information of the data collected about the target audience.

Regardless of which data they are gunning for, this can have very severe consequences for the brand.

  • Loss of Reputation and Integrity

A brand that gives consumers’ data to a scammer is a brand that many buyers would have a hard time trusting.

Working with these digital scammers can cost a brand its reputation, making it lose customers and, consequently, sales.

  • Failure of The Advertisement Purpose

Ad campaigns are usually done to reach a target market. It is often designed to show quality impressions and correct visibility at all times.

However, when ad fraud comes into the picture, all of these are lost. The ad doesn’t reach the intended consumer, and the impressions are made up at best.

The ad may still be visible but not in a way that the audience can view it.

Importance of Ad Verification

The above implications are some of the reasons why ad verification is now crucial. But for clarity, let us briefly consider the importance of an ad verification process:

  • It safeguards and protects the reputation and image of a company
  • It prevents copyright breaching and infringement
  • It covers the target audience and their data from scrupulous elements
  • It verifies ad placements and boosts ad performance
  • It ensures that an ad runs according to specified terms with a quality impression
  • It keeps advertisers and ads away from unwanted third parties with the wrong websites
  • It stops fraudsters from interfering with digital advertising
  • It preserves the advertiser’s resources avoiding wastage
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Conclusion

As there is so much fraud in the digital space, ad verification solutions have become the only way to keep advertisers and their ads safe.

Some of the most critical ad verification tools are residential proxies that help the verification vendor monitor the ad across different websites without causing suspicion or getting blocked. If you are interested in practicalities, check Oxylabs’ residential proxies solutions.

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