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Shantanu ShrivastavaThe global advertising market reached a value of US$ 590.3 Billion in 2021. As we look forward, the IMARC Group expects the market to reach US$ 792.7 Billion by 2027, exhibiting a CAGR of 5.2% during 2022-2027. With an exponential growth of ad investments there exists a greater risk of falling prey to ad frauds which can significantly tarnish your brand image.
Here are a few pertinent questions to begin with: Are you still draining money on ad impressions which end up on fraudulent websites? Are you struggling to reach the right audience base? Do your ads fail to display properly on the end customer’s browser? If your answers to these questions are in the affirmative, ad verification can open a world of opportunities for you. Here’s how:
Ad verification may help you to understand and address two key issues:
So, what is AD Verification?
It is a process that allows the advertisers and publishers to check if the placement of their ad is in the appropriate context, on the targeted website and at the desired slot, and last but not the least, seen by the relevant audience.
To understand its need, let’s explore the merits from the point of view of two ‘actors’ concerned:
1) Advertiser
2) Publisher
Advertiser:
Publishers:
What areas does Ad verification detect?
So how does it work?
Contextual brand Safety:
For protecting brand reputation, brand safety is critical. It makes sure a brand’s ad doesn’t appear next to inappropriate content.
So how does it work?
Other Challenges:
To add to the frauds, there are other challenges which can be a task to manage. These are:
Finally, faster verification and the ability to scale newer ad platforms without reinventing the wheel by leveraging the modular architecture will result in improved customer experiences, and it will offer the assurance the brand needs before putting another dollar on an advertisement.
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is an Associate Director in Media and Entertainment Domain of Product Engineering Services at Happiest Minds Technologies Limited. He has 14+ years of extensive experience in digital transformation and Product Engineering. Shantanu is passionate about Product Management, New technologies and GTM strategies.
Shantanu Shrivastava is an Associate Director in Media and Entertainment Domain of Product Engineering Services at Happiest Minds Technologies Limited. He has 14+ years of extensive experience in digital transformation and Product Engineering. Shantanu is passionate about Product Management, New technologies and GTM strategies.
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