To mock or not to mock? That is the question frequently asked by media publishers trying to meet advertiser demands related to digital campaign success. The industry’s intense focus on viewability and transparency issues associated with ad fraud hijacks the limelight from another vital area of interest for advertisers: Are campaigns actually running as contracted?
What the advertiser wants, the advertiser gets
To justify the millions (and millions!) of dollars spent promoting products, advertisers rightfully demand proof that their campaigns execute as promised. From expected ad rendering on the page to accurate targeting by geography and behavior profiles, advertisers want to know that the right ad has been served in the right way in the right location on the right page to the right demographic. In fact, when considering the average spend of a large-scale national campaign flight, many advertisers will assert they deserve to know their campaign is performing as promised.
Authenticated ad inventory yields benefits
The advertising ecosystem is a dynamic environment processing millions of ads covering billions in spend at any one time. Considering that 5% of display and mobile ads are served incorrectly at launch and countless more break during flight, publishers need to actively monitor and protect their ad-generated revenue channels.[i]
Authenticated ad inventory helps publishers secure ad revenue by avoiding pre-planned delivery overages to compensate for anticipated discrepancies. In addition, it also reduces the frequency of misfiring campaigns, thus minimizing instances of “make good” campaigns.
Ad verification is more than good looks
Reputable publishers recognize the value of their high-quality inventory and demonstrate it by providing proof of ad delivery according to established terms. This is a complicated prospect in an age of large-scale campaigns incorporating ads of varying formats (i.e., HTML5, pre/mid/post-roll video, native, etc.) through multiple platforms (i.e., display, tablet, smartphone, gaming consoles, etc.) across increasingly granular targeting segments.
A Photoshopped mock-up or full-page capture of the ad on a screen is a start, but it isn’t enough. Presenting a “mock-up” of how an ad should look could be considered fraudulent as it’s not a true representation of how an ad performs across all formats, devices and geographies. In fact, several industries (Tier 2 automotive, pharmaceutical, etc.) and countries (especially those in Latin America) regulate advertising-based billing processes and require third-party verified screenshots upon invoice presentation.
Beyond the visual of “how” an ad looks on a device, publishers must prove that each ad is delivered as contracted with the advertiser. Continuous monitoring of campaigns at launch and throughout flight will quickly detect errors associated with targeting, creative and device-specific issues that impede optimal campaign execution.
Authentication of possibly hundreds of ad combinations—by size, format, device and geography—is used by publishers to substantiate inventory value and by advertisers to audit and measure campaign ROI.
To verify accurate ad placement, execution and targeting, a publisher must consider these five factors:
- Legitimacy: Screenshots of ads in a live environment truthfully demonstrate that an ad is delivered to the right target. A “mock-up” or “test page” may display how an ad appears on a site, but in reality it provides a false sense of security for how the ad is actually executing. It also infers that the ad will render the same across all devices, OS, formats and geographies.
- Accuracy: Mock-ups can’t prove ad placement as many ad units only occur behind paywalls or require an IP address in order to serve the correct messaging to the individual user.
- Automation: Imagine scaling the manual process of verifying ads across the overwhelming number of devices, browsers, user profiles, formats, sizes and geo-locations. Without automation, the task is almost impossible. Leverage technology to streamline the process.
- Costs: Carefully consider the total cost of ownership when deciding between an in-house or outsourced process. While in-house resources are easier to control, it is difficult to secure funding and keep the staff engaged. On the flip side, outsourcing requires integration, training, probable coordination with targeting vendors, and continuous oversight which could ultimately be more costly than anticipated—not to mention the complications of managing a remote team, in a case of choosing a non-local entity if a non-native entity is selected.
- Quality Assurance: Reliance on mock-up designs to certify campaign execution will no catch errors that occur at launch or throughout the campaign flight.
Ad verification is a complex, yet critical endeavor for publishers looking to highlight inventory value. Don’t mock it.
Chris Olson founded The Media Trust (@themediatrust) with Dave Crane in 2005. He currently serves as CEO, where he drives the company’s vision, direction and growth plans. Prior to establishing The Media Trust Company, he spent four years as the chief operating officer and board member at Spheric Media. From 1998 until 2000, he was the vice president, global equities at Commerzbank; and from 1993 until 1998, he was the vice president of electronic trading at Salomon Brothers, Inc.
[i] The Media Trust analysis of millions of ad campaigns verified over the course of 10 years